Blissclub has rolled out a satirical campaign, Bitchclub, introducing Bitch-Coin, a fictional currency that women earn each time they are called a ‘bitch’—a term often used to diminish those who challenge norms and move to their own rhythm. 

Conceptualised, scripted, and produced in-house, the campaign is a sharp, satirical take on the everyday challenges women face. With this, the Indian apparel brand urges women to reclaim the word by instead converting it into a symbol of strength and resilience. 

The ad film opens in a setting that emulates the show Shark Tank, where an actual bitch (female dog) pitches the product Bitch-Coin to the Sharks. Through a thought-provoking narrative, the film sheds light on the everyday moments where women face judgment for asserting themselves. Instead of allowing these labels to limit them, the film depicts how women need to embrace their strengths and reclaim the moment—whether personal, or professional—without hesitation. With this, the campaign aims to turn the word into a badge of honour—empowering women to own their ‘bitch’ status with pride.

 What we think about it: The campaign cleverly uses humour to flip a historically derogatory term into a source of power, while highlighting how women can persist, adapt, and succeed regardless of the societal labels that seek to hold them back.  

Minu Margeret, founder, Blissclub, said, “This campaign is a reflection of the challenges women navigate daily. Movement isn’t just about being active—it’s about progress, expression, and the freedom to take up space. If standing up for oneself comes with labels, I believe those labels should be worn with pride. If I’m going to be called a “bitch, then it’s a sign of power, pride and a nudge to #KeepMoving forward.”