Titan Raga challenges gender stereotypes at the workplace

Titan Raga, on the eve of Women’s Day, has a message to dispel stereotypes about women at the workplace. Titled #BreakTheBias, the film, created by Ogilvy & Mather, Bangalore, is a subtle yet potent narrative about the way the world looks at a woman’s success.

Titan Raga, with the #HerLifeHerChoices and ‘Khud Se Naya Rishta’ campaigns, has been raising a toast to the modern Indian woman, who has evolved with the changing codes of life and womanhood. The stories told have been powerful, but always with a touch of elegance and grace – the very qualities that define the Raga woman.

Watch the ad here:
https://www.youtube.com/watch?v=hNqwBTCslMw

The film opens in a corporate office, where a board of directors and senior executives are busy with annual evaluations and appraisals for their employees. One of the executives reads a name on the recommended list and makes a comment, “Kiran, recommended by Rajat. Obviously”. This statement piques everyone’s curiosity and they ask for more information about Kiran. He continues, describing Kiran and Rajat’s work relationship and how they make a great team together, while his audience begins to imagine this relationship between a charismatic male boss and his charming female protégé. Everything they hear leads them to believe Kiran and Rajat have a strong chemistry between them – the reason she is recommended for promotion.

Still curious, they ask to meet Kiran. When the call is made and Kiran turns up, they are taken by surprise to see that Kiran is a man – a reveal that drives home the point to all of us, that of all the things attributed to a woman’s success, her hard work is at the bottom of the list.

The film ends with Titan Raga saluting the rising success of women despite these odds and asks us to change the way we look at a woman’s success, because frankly today she is an unstoppable force.

Sharing his views on the film, Sirish Chandrashekhar, Head of Marketing, Titan Watches, said, “Titan Raga has always been at the forefront of challenging stereotypes. A woman’s success at the workplace is still viewed with prejudice, based on her personality and appearance. With this film, we encourage men and women alike to break the mould of  perception and pave the way for women to be recognised for who they really are and applaud their terrific contributions.”

Tithi Ghosh, Senior Vice President, Ogilvy Advertising (South), elaborated, “Women in the workforce have to be extra cautious about how they act and appear because any slip can lead to a quick dismissal of her abilities and skills. A woman’s softer skills will be viewed with suspicion while the man having the same drinks and late nights will be rewarded with a pat on the back for being a team player. At a time when gender equality is a raging issue we felt this prejudice that working women encounter from time to time could be an issue the brand puts under the scanner. This film hopes to challenge gender stereotypes at workplaces and begin a dialogue for change.”

Campaign credits:
Client: Titan Watches
Brand: Titan Raga
Created agency: Ogilvy & Mather Advertising, Bangalore
Production House: Little Lamb Films
Director: Istling Mirche
Producer: Kedhhar Barrve