Indian apparel brand Blissclub has launched a bold new campaign, “Bitchclub,” introducing a fictional currency called Bitchcoin. The initiative reclaims the often-derogatory term “bitch,” transforming it into a symbol of strength for women who challenge societal expectations. The campaign highlights the judgment women face when asserting themselves and encourages them to embrace movement—whether in their personal, professional, or physical lives—without hesitation. By leveraging satire, Blissclub aims to spark conversations about gendered labels and the resilience of those who defy them, the company stated. A key moment in the campaign features a dog pitching on Shark Tank, embracing the label and securing a deal, underscoring the campaign’s message of defiance against societal expectations.
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.” Minu Margeret, Founder, Blissclub, said.
The campaign, conceptualised and executed in-house, has gained traction across social media platforms, with LinkedIn activations inviting users to celebrate earning Bitchcoins through assertiveness. Blissclub has also collaborated with brands to further the message, organising events like “Bitchasana with Bitchclub,” a yoga workshop reinforcing the idea of movement beyond limitations.
