Mumbai - Focusing on gender equality & freedom of expression, Baggit, one of India's most popular bag and accessories brand, has launched its new brand campaign, #PutItOnTheTable. The campaign showcases instances where a woman’s voice is unconsciously ignored. Society has conditioned us to ignore it by not raising its voice against such unacceptable behavior, hence reinforcing it with both genders. The campaign aims to change that where women are now changing the rules.

Today, in the same way, the role of fashion is also changing. Fashion is no longer just an aesthetic requirement but is now a powerful expression of an individual's sense of self and Baggit is one of the frontrunners to have captured this insight. The act of keeping the bag on the table is not just a statement but establishes ‘presence’. This is a sentiment that will echo very strongly with young Indians in the real world. So ‘put it on the table’ and let’s talk.. Add to this the fact that Baggit is a home-grown brand, pioneered by a strong woman leader in Nina Lekhi, MD & Chief Design Curator and the brand ambassador for the whole campaign is popular Bollywood actor and style icon Shraddha Kapoor .

The brand is coming up with its first in the series of a 35 and a 50 seconder TVC that will be launched across popular and niche channels. This will be supported by a diverse print campaign and an innovative digital campaign as well in the coming months. The Baggit team will also take up strategic hoardings across metros to add to the campaign. Catchy in-store branding will engage the customers on ground. While the campaign has been conceptualised by Famous Innovations, the TVC has been shot by Curious Films and the print campaign has been shot by ace photographer Prasad Naik.

About Baggit :

Baggit, is one of India’s leading fashion accessory brands and was founded in 1990 by Nina Lekhi. Its first launch was a standalone retail store before moving on to large retail format stores. It finally launched its own exclusive brand outlets in several cities across the country in 2000. The strong brand ethos of eco-friendly values is incorporated in all its fashion products. Baggit's strong belief in 'Beauty without cruelty' won it the PETA Proggy award in 2013.

Baggit offers a wide range of accessories such as bags, belts, caps, wallets, iPad cases, multi-utility pouches along with several more wardrobe must-haves for women and men. Fashion with functionality; design with purpose and style with strength have been the underlying theme for all Baggit collections throughout the years and has endeared them to their customers across the country.

With respect to the same we wanted to explore a possible interaction with Nina Lekhi and Shraddha Kapoor on Baggit launching their new campaign.