Ad Campaigns
TUMI debuts women’s Asra collection with campaign starring Mun Ka Young
Mumbai: International travel and lifestyle brand TUMI has introduced Asra, the latest collection of women’s handbags designed for the effortlessly stylish and on-the-go modern woman. To celebrate the all-new collection and the brand’s evolving women’s category, TUMI tapped esteemed South Korean actress Mun Ka Young as the face of the new collection, starring in her first-ever campaign for the brand.
South Korean actress Mun Ka Young, the face of the new TUMI Asra collection, presenting the Asra Small Crossbody in Cameo Rose
The Asra collection will seamlessly transition from day to night, with feminine designs and elevated accents that merge functionality with style. The collection includes three different sizes and four compelling colors – TUMI’s core Black and three seasonal colors Moonlight, Cameo Rose, and Purple Sunset, the latter a vibrant colorway inspired by the beautiful landscapes of Sentosa island in Singapore.
“TUMI is thrilled to expand our women’s offerings with the launch of Asra, demonstrating how we offer more than just state-of-the-art luggage. We have accessories and beautiful products that serve as the perfect complement to a busy lifestyle,” said TUMI’s Sr VP of marketing and ecommerce Jill Krizelman. “We’re excited to welcome Mun Ka Young as our newest global TUMI Ambassador. She embodies everything we want the TUMI woman to feel; confident, successful and empowered.”
Each Asra bag features pleating with a soft structure, coordinating hardware, and a knotted shoulder strap for added visual and textural interest. Additional touches include an exterior microfiber-lined pocket, perfect for a phone or pair of sunglasses, and a leather monogram charm (sold separately) to add TUMI’s signature touch of personalization to any Asra bag.
To introduce the collection, TUMI partnered with Mun Ka Young for a stunning campaign that channels the elegance and modern allure of the Asra collection. Directed by C Prinz and photographed by Bibi Cornejo Borthwick, the campaign features Mun with her Asra bag as she explores a classic, museum-like architectural space. Her bag effortlessly guides her throughout the room as she merges between duplicates of herself, capturing the essence of the collection’s fluidity and grace.
“I’m honored to be the face of TUMI’s new Asra handbag collection,” said Mun. “I’ve long been a fan of TUMI, and I’m thrilled that they’re exploring fresh silhouettes. Beauty and versatility are a big part of my life, and with TUMI these bags are a perfect fit for every journey.”
To celebrate the global campaign launch, TUMI and Mun Ka Young brought the Asra collection to life with a stunning, global event in Singapore. The Asra collection ranges in price from $350-$495. Shop the Asra collection available at TUMI.in and TUMI stores worldwide, and keep up with TUMI on Instagram and Facebook.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
