Project Details
Objective
Baggit, a leading handbags brand in India wanted to empower women in India with a discreet, accessible safety solution that restores confidence and independence. Address the lack of real-time help in crisis situations with a device that blends seamlessly into their daily lives; protection that feels natural, not fearful.
Idea
Tagsy was designed as an inconspicuous safety alarm – simple, smart, and approachable. With just one touch, it alerts pre-fed contacts, shares location details, and posts a call for help on social media. Worn as an accessory with Baggit bags, it transforms safety from a burden into a fashion-forward expression of empowerment.
Outcome
Through personalized digital outreach over traditional advertising, Tagsy connected directly with urban women. Over 1,500 women signed up to purchase Tagsy-equipped bags, and Baggit store footfall rose by 30%. What began as a device evolved into a movement of women reclaiming their freedom – confidently, discreetly and stylishly.
Client
Baggit
agency
TBWA/India
Category
Innovation
Year
2014
