Titan Raga has something to say to the young women of India
Titan Raga has created waves with its #HerLifeHerChoices campaign, compelling people to sit back and give some thought to the new woman who has emerged as independent and confident, one who is aware of her self-worth and secure in a new-found, fulfilling relationship with herself.
Taking the #HerLifeHerChoices campaign to another level, this time around, Titan Raga tells a strong story with its latest ad film featuring Katrina Kaif. The film speaks volumes to its audience without the protagonist saying anything. A narrative that spells out the 7 Don’ts – why a woman shouldn’t get married just because of the reasons society puts forth to her, takes ahead the pragmatic, bold tone of voice that Titan Raga has owned over the years. The TVC challenges conventions by highlighting pressures that women find themselves under, when it comes to marriage. Ending on a strong note, this Raga TVC encourages women not to get married for the wrong reasons, but to do so when you find the one who deserves your time.
Sharing his views on the commercial, Rajan Amba, GM, Titan Watches and Accessories, said “With the wedding season upon us, there are a number of brands that touch upon the ceremonial aspects of the occasion and their placement within. But at Titan, as always, we wanted to stand for something real – something more meaningful. The message in the TVC resonates with the inner voice of every woman in today's empowered world. With Raga being the epitome of the strong, independent, modern woman, it was a perfect brand fit.”
Rajiv Rao, National Creative Director, Ogilvy & Mather India says, “Titan and Ogilvy have been on a terrific journey together over decades, and this current evolution of the Raga brand is also a reflection of our work being sensitive and responsive to the times we exist in”.
Conceptualized by Ogilvy, the Raga woman is played by Katrina Kaif and the film has been directed by Vinil Mathew of Breathless Films.
TVC duration: 45 seconds
Creative Agency: Ogilvy & Mather, Bangalore
Cast: Katrina Kaif
Executive Chairman & Creative Director: Piyush Pandey
National Creative Director: Rajiv Rao
Executive Creative Directors: Kainaz Karmakar & Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar & Harshad Rajadhyaksha
Account Management: Tithi Ghosh, Sindhu Menon, Akshatha Poojari
Account Planning: Sreenesh Bhat, Susan Mathen
Production House: Breathless Films
Director: Vinil Mathew
Producer: Swadha Kulkarni
Music: Dhruv Ghanekar
Media Agency: Maxus
Exposure (mediums used): TV, Internet, Cinema, OOH