A romantic fantasy by Titan Raga's Pearl collection

Campaign created by O&M South shows Katrina Kaif sporting the new stylish watch during a chance encounter on a luxury train with a Spanish man 

Sohini Sen | Mumbai | October 21, 2013

Click on the image to watch the TVC.

Titan has launched a new campaign to introduce and popularise a new line of women's watches - Raga Pearls. Titan Raga which has come to epitomize grace, femininity and sensuality, has evolved from being associated with special occasions to one that celebrates special moments in a woman's life. Keeping this in view, the brand has launched its new line of women's watches which fuses the beauty and elegance of pearls with captivating designs and master craftsmanship.

The campaign, conceptualised by Ogilvy & Mather South, shows the Raga woman, played by brand ambassador Katrina Kaif, take a journey that unexpectedly opens doors to self-discovery and the joy of surrendering to the moment.

"The Raga Pearl is sensual and a bit more feminine than the other Raga watches. We wanted to capture that while showing how the Raga woman is spontaneous and impulsive. She lives in the moment and enjoys it as it comes. The end of the TVC has been deliberately kept open-ended to give an idea of the things which can happen. Since Raga Pearl is a special line, we wanted to make it on a larger canvas. That is why we have gone with a world travel theme where chance encounters can happen," pointed out Joono Simon, Executive Creative Director, Ogilvy South.

The TVC features Kaif on a luxury train where she meets a young Spanish man. While sharing a table in the dining car, they realise that they don't speak the same language and resort to using the objects around them to communicate. A little game begins between the two as they communicate using things around them, translating into their languages for each other. He pours her some 'Te' which she tells him is 'Chai'. He offers her 'azucar', which she teaches him is 'chini'. Between moments of playfulness and sensuality, they grow closer, letting the journey take them where it will. He caresses the pearls on her Raga that deck her wrist, calling them 'Perla'. Coy, yet candid, she replies, 'Moti'.

Eventually, as the trains grinds to a halt on a platform, he bids her adieu with a tinge of sadness. For the first time in their journey together, she does not translate for him. As he nudges on, she replies that there is no such word as 'goodbye' in Hindi, and as if understanding what she said, he smiles and leaves.

"Everyone dreams of a chance encounter with an attractive, nameless stranger on a journey. The creative potential of this alluring fantasy has been explored brilliantly by movies and literature many a time. In the new commercial for Raga, we are trying to explore this accidental rendezvous between two absolute strangers. It celebrates the sensuous and spontaneous spirit of a woman and her Raga," said Simon.

Rajan Amba, Head of Marketing, Titan Watches, said, "The essence of Raga is sensuality, beauty and femininity. As a brand, it celebrates beautiful moments and relationships. Our latest commercial tells the story of one such moment – a chance encounter between two strangers on a train that creates one such beautiful moment. The moment rich in beauty, sensuality acts as a metaphor for the brand's promise. Our collection Titan Raga Pearls has been crafted with cultured white and black pearls. Pearls are about eternal romance and elegance and this is brought alive in the expression and mood of the film.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Titan Watches

Creative Agency: O&M, Bangalore

Executive Creative Director: Joono Simon

Senior Creative Director: Arkadyuti Basu

Copywriter: ReshmaTonse, Arkadyuti Basu

Account Planning: Sreenesh Bhat

Account Management: Tithi Ghosh, Sindhu Menon, Akshatha Poojari

Films: Rajib Baruah

Production House: Goodmorning Films

Director (film): Shashanka Chaturvedi

Director of Photography: Tetsuo Nagata

Producer: Robin D'Cruz

Music: Dhruv Ghanekar

Sohini.Sen@BestMediaInfo.com

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