Titan Raga has an empowering message for young women of India

Conceptualised by Ogilvy & Mather, the latest ad film is an extension of the #HerLifeHerChoices campaign and sends out a powerful message

BestMediaInfo Bureau | Delhi | April 27, 2015

Click on the image to watch the TVC.

Titan Raga's #HerLifeHerChoices campaign compelled 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 narrative that spells out the seven Don'ts – why a woman shouldn't get married just becauseof 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 RagaTVC encourages women not to get married for the wrong reasons, but to do so when they find the one who deserves their time.

Conceptualised by Ogilvy & Mather, the film has been directed by Vinil Mathew of Breathless Films.

Rajan Amba

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

Rajiv Rao, National Creative Director, Ogilvy & Mather India, added here, “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.”

Kainaz Karmakar, Executive Creative Director, Ogilvy & Mather Mumbai, remarked, “Standard logic says that when an iconic women's brand is talking about the wedding season, we should give women reasons to get married. But Raga says hey, hold on, don't get married for the wrong reasons. We believe women will appreciate the honest dialogue that this piece of communication is trying to have with them. Different women will identify with different pressure points in the commercial, and that is what makes it interesting and relevant to all.”

According to Harshad Rajadhyaksha, Executive Creative Director, Ogilvy & Mather Mumbai, “This is not merely an ad that we have created. We believe that as it plays out in households across the country, the ad will be a thought-provoker, a conversation-starter and a tool for thousands of young women to use, to assert their control over this most important of life decisions. And only an iconic brand like Titan Raga can assume this stance of being a thought leader, reinforcing itself to countless women as their kind of brand.”

The ad film is currently on in television, Internet, cinema, and OOH media.

The TVC:

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

Credits:

Creative Agency: Ogilvy & Mather, Bangalore

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

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