Imagine rushing through Mumbai’s traffic, only to look up and find a handbag—life-size, hyper-real, and seemingly within reach—towering over you. That’s the spectacle IRTH, from House of Titan, has created with its first-ever 3D outdoor campaign. It’s not just a billboard, it’s a marketing statement.
In a cluttered digital-first economy, IRTH’s choice to go big on out-of-home (OOH) advertising signals a strategic pivot. Globally, OOH is projected to touch $42 billion by 2027, with India being one of the fastest-growing markets. The appeal lies in its unskippable nature; unlike online ads that face banner blindness, OOH guarantees visibility in high-traffic zones.
But IRTH didn’t settle for traditional hoardings. The 3D execution taps into the global wave of immersive advertising, as seen in campaigns by Nike in Tokyo or Louis Vuitton in Paris. Nielsen reports show 3D OOH delivers 2.5x higher brand recall, making it a smart investment for an emerging brand looking to carve cultural relevance.
Psychologically, the campaign works because of ‘availability bias’. Consumers remember what they see repeatedly in striking contexts. By embedding its bestselling handbags into Mumbai’s skyline, IRTH ensures its products aren’t just accessories, but urban icons. For aspirational millennial and Gen Z women (the brand’s core target group), this elevates IRTH from a label to a lifestyle.
Placement is equally strategic. Mumbai, with 20+ million daily commuters, offers unrivaled impressions. Each glance at the skyline becomes a subconscious brand nudge, creating familiarity that lowers resistance at the point of purchase. As research shows, OOH ads boost mobile search activity by 38%, linking directly back to e-commerce sales funnels.
This campaign isn’t only about handbags. It’s about rethinking marketing touchpoints. In a world where digital saturation is real, IRTH proves that sometimes, the most effective way to win attention is to step outside the screen and let the city itself wear your brand.
Written By:
Yashi Bhatia
