Baggit: Asking Indian men to shut up

Handbag brand Baggit used a TV and influencer marketing campaign, based around 'mansplaining', to build share of voice and increase sales in India.

Campaign details

Brand: Baggit IndiaBrand owner: BaggitLead agency: Famous InnovationsCountry: IndiaIndustries: Personal accessoriesMedia channels: Social media, TelevisionBudget: Up to 500k

Executive summary

In the handbag category, where the conversation was dominated by hollow ideas of being chic for affluent women, Baggit decided to strategically shift the narrative to an issue affecting all women, no matter their caste, class, or colour. The campaign was effective in starting a larger conversation about mansplaining and moving the role of a handbag from the appearance of a woman to her identity....

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