Kanwalpreet Walia, Business Head Women Handbags Business at Titan Company Limited, said the campaign reflects how women live, move, organise their day, and make space for individuality.
IRTH by House of Titan has launched its new brand campaign, “Always a Little Ready”, placing handbags within the everyday moments, routines, and personal choices of women.
The campaign is built around the idea that what goes inside a handbag is rarely accidental. From small essentials to personal objects, IRTH presents the bag as a companion shaped by movement, mood, and individual style.
The campaign film follows women across different daily rhythms, including a sunlit commute and relaxed moments through the day. Through these scenes, the brand presents handbags as thoughtfully designed pieces that allow users to organise, carry, and reach for what they need with ease.
For the Spring Summer season, the campaign uses a lighter visual mood with neutral shades, soft colours, and summer inspired tones. The collection includes the Sailor Tote, inspired by origami, and the Skye Tote in shades such as dusty blue and clay.
IRTH has also introduced playful elements called Little Joys, including charms, wristlets, scarf holders, and organisers across the collection. These additions are designed to make the experience of carrying a handbag more personal and expressive.
“At IRTH, we start with how women live, move, and organise their day. Design for us is intentional and considered. The idea was to create bags that feel personal to carry, leaving room for individuality, spontaneity, and the small things each woman chooses to make space for,” said Kanwalpreet Walia, Business Head Women Handbags Business at Titan Company Limited.
She added, “‘Always a Little Ready’ is an articulation of this thinking. This season, we wanted to bring in a lighter, more effortless mood through softer tones such as dusty blue and clay, playful details like our paper boat charm on the Origami bags, and silhouettes that move easily through different moments of the day.”
The campaign has been created by Kondurkar Studio. Amrish Kondurkar, Founder of Kondurkar Studio, said, “We wanted to capture a feeling, not a feature. A sense that everything you need is already with you, held with care. Always a little ready is that quiet confidence carried through the day.”
The Spring Summer collection is available across select stores and online at the brand’s website.
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