Brands
Twinkle Khanna bags new role as face of Titan’s Irth campaign
MUMBAI: There are handbags, and then there are stories you carry around in leather and zippers. With a wink and a wisecrack, Twinkle Khanna, aka Mrs Funnybones, has now been roped in as the first-ever brand ambassador for Irth Bags, from the House of Titan. And true to form, she’s already got a bone to pick with the bag industry.
The brand’s latest campaign, shot under her Mrs Funnybones avatar, doesn’t just showcase handbags, it pokes fun at them. From zippers that betray you at the worst possible moment to totes that don’t understand how women actually move, the films flip the script with wit, sass, and design solutions that promise to make IRTH the everyday ally women didn’t know they needed.
“There’s a whole world that lives inside a woman’s handbag snacks, secrets, sanity, sometimes even a screwdriver!” Twinkle quipped. “This campaign felt like the perfect fit for me. It’s clever, it’s honest, and it treats bags not just as accessories, but as companions in the chaos and charm of everyday life.”
The campaign kicks off with a spotlight on Irth’s Initials collection, the brand’s first monogram line. In her trademark style, Mrs Funnybones reveals how perfect design isn’t just seen, it’s felt, making even a simple bag a conversation starter. From tall shoulder bags and sleek handhelds to backpacks and wide shoulders, the Initials range merges timeless elegance with Irth’s design-first philosophy.
Titan Company Ltd business head of women’s bag division Kanwalpreet Walia summed up the vibe: “A woman’s bag is far more than an accessory. It’s her constant companion, her secret keeper, her styling partner, and sometimes even her snack stash! With this campaign, we wanted to spark playful conversations around all the fabulous and not-so-fabulous moments women share with their bags. And who better to lead this dialogue than Twinkle Khanna with her sass and sparkle?”
The films, produced by Kondurkar Studio under the creative direction of Amrish Kondurkar, are designed to be bite-sized drops of fun each one highlighting a fresh handbag truth. “It’s a collaboration of shared sensibilities,” Kondurkar explained. “Mrs Funnybones brings her wit and joyful take on daily life, Irth brings thoughtful design that makes each of those moments a little better. Together, they elevate the everyday.”
Behind the scenes, the campaign brought together a powerhouse creative team: from director Afshan Hussain Shaikh and cinematographer Kartik Vijay, to music by Sanjay Das and production design by Daaku Aunties. The polished films are already live on Youtube and across Irth’s and Twinkle Khanna’s Instagram handles, giving audiences a first peek into a campaign that promises style with substance, and humour stitched right into the seams.
As India’s women’s accessories market grows, Irth is carving out its own niche by being design-led, insight-driven, and refreshingly honest. And with Twinkle Khanna at the helm, expect handbags to become less of a silent accessory and more of a sparkling conversation piece.
Because let’s be honest when it comes to bags, every woman has a story. Irth just made them a little funnier.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
