Titan Raga empowers women with its new campaign

Titan Raga’s latest brand campaign talks about empowering women. The ad speaks a lot about the Indian scenario for women in the corporate world. It’s not always that men have to progress, women also need to be given a chance to prove themselves and that is exactly what the new Titan Raga TVC talks about.

Raga with its concept of ‘Her Life Her Choices;’ has already got about 7.65 Lac views on YouTube since 10th December, 2014 when they had launched their campaign on the digital space.
To know more about this amazing ad that tickled our minds, Adgully caught up with Rajan Amba, Global Marketing Head – Watches & Accessories, Titan Company Ltd.

Concept:

The concept is quite simple. Raga represents the progressive women of India. The code of feminism has been changing, right throughout. What we wanted to do was to connect with the progressive women of today and have the most contemporary expression of the Indian men. In the past too we have done the same, but we were largely focused on the women’s sensual side, elegance and her softness. But the women in India today are progressing so much and we wanted to make sure that we are representing her, we stand for what she stands for, so essentially it’s an evolution rather it’s an another step in the journey of the Indian Raga.

Agency-wise:

Ogilvy has been there for Titan for last 25 years and we really didn’t have to give a brief because we worked really collaboratively with them and our research agency in developing the brief. The idea, the insights were developed together. We started with the research, it’s all media semiotics where we studied the contemporary Indian women represented in popular film and media, through the research and meeting the consumers threw a very interesting insight which we then used to evolve now.

Time to get Digital:

The campaign largely focuses on the Television and the Digital space. Social Media engagements have already begun. We have just started our journey and in fact many people are talking on our behalf without us saying anything.

We do a certain amount of business on e-commerce. We think there is a lot of potential there; the sheer reach is one part although we have a very strong physical reach already much longer than most people in the industry or other categories. But the versatility and the representation that e-commerce offers is certainly quite different from physical reach. Both have their advantages and disadvantages obviously and certainly it’s a channel of the future and we will continue to invest and try to grow faster than that it.

Market Share:

There is no industry body which gives this kind of information or a more syndicated research but if you see the size of our business, the Raga business is itself bigger than almost every other watch in the company. We have about 60 to 65% of the business and Raga is the significant portion of that and that’s market share by business. The market share in terms of mind share of the consumer, there is no product like Raga internationally or in India.  So if you look at anywhere in the world and you look at the Indian landscape, the Raga watch, its sensibility, its craftsmanship and its design is very unique. So in that sense we have tremendous mindshare, aesthetic share and tremendous opportunity.

Markets Abroad:

We have 32 markets outside India. The significant ones from where we get our business are the Middle East operations and our South East Asia operations. There too Raga is one of our fastest growing categories. Raga is a different cup of tea and a very different entity all together in a very unique space.

Raga has been beautifully positioned right from the beginning. There have been no deviations and incursions away from the proposition of the Raga. Typically brands get tempted to proliferate but we have held the essence of Raga very well and I have only been in the company for 2 and a half years so owe this lot to my predecessors.

From the other side it’s the old design piece so you have got a very unique design sensibility and more importantly women find a relationship with that look and in one word I would say it is consistency that has got us going. And then some of it is business practices for e.g. we make sure that every year consistently we have done campaigns on Raga, each time more progressive than the previous campaign, at the same time we also do a mar key collection which has fantastic inspiration.

​This year’s inspiration was Garden of Eden, last year’s inspiration was pearls, before that it was romantic cities of the world and before that we have collections inspired by Indian textiles, so every year we have a unique craftsmanship and then of course we have a whole different bunch of stuff around it.

2014 the year gone by:

It’s been a mixed year. It’s a reflection of what any retailer would tell you in any category. We had a fantastic 6 months, then after Diwali the consumer walk in has slowed down but we are looking forward to the next quarter and the wedding seasons. So we are looking to come back strongly in the 4th quarter. We also have a bunch of campaigns coming in.

Trends for 2015:

The fashion space is certainly going to heat up especially for women. I think the things are going to get little flashier and louder. We are talking about trends and trends are never commercial but I think we are going to see a little bit of flash coming across and I certainly think that there is going to be a lot of investment by consumer in watches especially at higher points, everyone is trying to move up a notch. By Archit Ambekar | Twitter: @aambarchit​