Baggit, a women’s bags and accessories brand, has rolled out a film featuring Shraddha Kapoor.
Conceptualised by Famous Innovations, the film takes on gender roles. It shows a man interrupting his colleague to explain an upcoming script to Kapoor. Kapoor responds by placing her bag on the table and urging the man to talk it, as she has no interest in talking to him.
Nina Lekhi, MD and chief design curator, Baggit, said, “As fashion brands, we are so intertwined in consumers’ lives and have the potential to play a large role. This is our attempt to be more than a fashion accessory, to make the bag a badge for a bigger purpose. We want everyone to feel the confidence to have an equal opinion, which can only begin if we remove bias and give those around us a fair chance. Shraddha was the perfect brand ambassador for this movement as she’s always been an uncompromising and caring figure in the industry.”
Raj Kamble, founder and CCO, Famous Innovations, said, “Baggit believes that everyone has the right to speak their mind. And today, this is particularly true for women in the workplace. We have seen everyone from top actors to leading CEO’s being overridden by men who think they know better. #PutItOnTheTable is a simple yet meaningful call to action to share your point of view without hesitation. And the bag is in the centre of the narrative. Mansplaining is just one example and in the times to come we hope to stand for anyone whose voice is being muffled.”
The campaign also consists of print, outdoor and digital legs.
Creative agency: Famous Innovations
Director: Arati Kakkad
Production house: Curious Films