Baggit is proud to launch its new brand campaign #ForeverResilient which celebrates ordinary women doing extraordinary things. The campaign strives to strengthen Baggit’s true emotional connection with its audience, which has lasted 30 years. It was quite an anti-category strategy since most fashion brands focus on the usual category codes such as style & trends.
Mahuya Chaturvedi, SBU Head, Baggit India informed that a lot of brands have been eulogizing women and talking about women’s power, gender equality, or women achieving greater things like becoming successful entrepreneurs or climbing an Everest. But Baggit has focused on an innate quality that is an integral part of almost every woman’s personality irrespective of her background or profession. It’s her sheer Resilience which lets her achieve extraordinary things even in everyday life.
She further added, “We have covered real stories of resilient women. We are simply becoming their spokesperson so that these powerful stories reach maximum people. In today’s world where everything is governed by digital and social media, people want to consume authentic and real content.”
The campaign now features two true stories: a doctor’s COVID journey and a banker who has gone above and beyond to assist others. The campaign, which attempts to encourage more women to share their tales, has gotten a huge response.
While talking about this unique campaign Nina Lekhi, Founder & MD, Baggit India, “Resilience as a concept had a great product and brand connect as well. We looked back at what Baggit had built for its consumers over 30 years. We realised that consumers had immense trust in the brand and the products. They had been using the bags for more than 5-7 years. Our bags have stood the test of time, test of use and were resilient enough to last that long! We always created high quality, tough products that were meant for resilient women. Moreover as a brand Baggit has also been resilient enough to stick to its “Made In India” mission despite tough competition from its Chinese counterparts. We found that ‘resilience’ had a seamless product- brand-consumer connect. It was the perfect common link.”
