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#Putitonthetable, Baggit Style
IMPACT
|volume15issue05
Fashion accessory brand Baggit has chosen to tackle the subject of ‘mansplaining’ in its new TV commercial. Atul Garg, Head, Marketing, E-commerce and Visual Merchandising, Baggit India talks to us about the context of the campaign, and explains why the brand’s biggest advantage in a cluttered market lies in its products
Q] You recently appointed Shraddha Kapoor as brand ambassador. What makes her a good fit for Baggit?
Yes, our decision to make her brand ambassador was based on consumer and trade research. We had three options for brand ambassador in mind, and when we analyzed consumer and trade feedback, Shraddha seemed to have everyone’s vote. Moreover, when we even considered her work, and the kind of movies she has signed on, she just seemed like the perfect fit for Baggit. She is inclined to experiment with new ideas, while also staying practical in her approach, which is what makes her truly representative of everything that Baggit stands for. She was also clear that her association with the brand should be a meaningful one, which is why our campaign talks much more than fashion and is not your runof-the-mill fashion brand TVC.
Q] Tell us about the insight behind the latest #PutItOnTheTable campaign.
We considered a lot of subjects we could explore for the campaign, including a pure fashion ad film. However, there was one subject that we were keen to pursue, and that was ‘mansplaining’. The more we explored the subject, the more we realized this was a global concern affecting all women across backgrounds, so why not talk about it? So, our campaign sought to integrate this messaging with the kind of fashion and style that Baggit represents. Our TVC therefore stands for this message, talking to consumers about how gender roles are repressive and that there is no place for gender based power games. The product integrated well with the common phrase ‘put it on the table’, while also emphasizing that everyone should have a right to speak and share opinions.
Q] Increasingly, brands are putting the spotlight on larger, social issues. How does a campaign like this work for your brand?
This story is from the volume15issue05 edition of IMPACT.
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