Hideous, a luxury leather bag brand, founded by Daniel Upputuru, has rolled out a campaign 'baggage' that intertwines the brand's products with the narrative of a father's life journey by celebrating the emotions of resilience and embraces the beauty of the scars that make humans beautiful. 

What we think about it: While the film skillfully navigates the complexities of human emotion and gracefully weaves in the brand's offerings, its impact is somewhat diluted by its pacing. In an era marked by fleeting attention spans, the message may not resonate immediately with viewers, requiring a deeper investment of time and attention to fully appreciate its nuances.

Daniel Upputuru, founder, Hideous Luxury Leather Bags, said, “As we went through the skins, the small marks on them fascinated us, made us ponder on how absolutely beautiful leather is. It reminded us of the Japanese process of pottery called Kintsugi, which gave a unique character, almost a personality to the pieces of art. We realised that there can be an element of hideousness in beauty. It was a cathartic experience, we fell in love with the art.”

Upputuru added, “The full grain leather is always changing, it breathes, guarantees toughness and longevity. The process of creating each Hideous bag is itself very strenuous. After acquiring the full-grain leather, the strength of various threads, the grammage of each thread, and the number of stitches per inch are looked into. We also discovered the incredible strength of the Gattermann thread. Every Hideous bag is out of hand-picked full-grain leather chosen from hundreds of hides, stitched with loving experienced hands, using strong German threads and following very high standards. When I heard the idea of the line that we all have some baggage, I loved it!"

Titus Upputuru, founder and chief creative officer, The Titus Upputuru Company, said, “Leather, like human skin, is made of wrinkles, scars, and all sorts of imperfect things. As we started thinking about the brand story, we stumbled upon the idea of baggage and how each of us carries some baggage. Now baggage is valuable because it’s part of the human experience. Sometimes it’s so hard to deal with. And the bag that we carry is a metaphor for all that we carry within ourselves. The film depicts a man who is carrying baggage that he finds hard to relinquish. It's attached to him, like a glove. Scars are part of the brand architecture and we decided to tell a story that had a deep scar ingrained in it.”

The campaign is running across digital platforms. 

CREDITS: 

Production: The Titus Upputuru Company

Director: Titus Upputuru 

Producer: Raoul Amaar Abbas

Executive producer: Samuel Choppara

Cinematography: Raoul Amaar Abbas, Bhumanyu Nehra

Music: Hanif Shaikh

Editor: Ahsan Habib