Mother's Day - Chitpatang

Chitpatang, a brand known for quirky, wearable emotion, redefined Mother’s Day with a campaign rooted in simplicity, symbolism, and everyday love. Instead of loud declarations, we celebrated the quiet strength of mothers through something truly usable — tote bags that carry more than just things, they carry meaning.

Titled “Everyday is Mother’s Day,” the campaign showcased three distinct tote designs, each evoking a powerful maternal metaphor. The bold C stood for the first alphabet of both “Chitpatang” and “Ma.” The hugging arms illustrated a mother’s embrace that never lets go. The red bindi symbolized cultural legacy, quiet confidence, and identity passed down through generations.

Priced affordably at ₹250, the campaign made the idea of gifting thoughtful, stylish, and eco-conscious — without making it seasonal. Through a fusion of minimal visuals, warm portraiture, and contextual design, we positioned the tote not as a product, but as an everyday tribute.

Executed across digital platforms and ecommerce, the campaign struck an emotional chord while reinforcing Chitpatang’s mission — to turn everyday accessories into storytelling canvases.

This wasn’t just about bags.
This was about carrying home on your shoulder.