Blissclub launches in-house ‘Bitchcoin’ campaign and events to engage with customers

Indian apparel brand Blissclub has launched ‘Bitchcoin’ as an in-house campaign which will feature interactive events, influencer collaborations, and other consumer engagement activities, designed to empower women to “embrace their power.”

“This campaign is a reflection of the challenges women navigate daily,” said Blissclub’s founder Minu Margeret in a press release. “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.”

Blissclub’s satirical campaign aims to reclaim the word ‘bitch’ as a badge of strength and honour. By playing with controversial verbiage, the brand shows its intention to disrupt the market and connect with modern women. 

On Linkedin, Blissclub has launched numerous activations such as calling for a ‘Bitchcoin miner.’ The brand has also launched a ‘Bitchasana with Bitchclub’ yoga session and will invite 10 contest winners to join the event. 

“Blissclub’s Bitchcoin campaign aims to empower women to stand tall and embrace their strength, regardless of societal labels,” announced the brand. “With playful yet powerful activations, the brand is sparking a movement where every ‘bitch’ moment is a victory.”