Titan Raga reimagines time with designer Masaba Gupta

Titan Raga, in collaboration with fashion designer Masaba Gupta, has launched a new line of watches reflecting Raga’s legacy of creating stunning time pieces and Gupta’s quirky approach to design. Each watch has been created keeping in mind the sensibilities of the young Indian woman.

Conceptualised by Ogilvy Bangalore, the film is fun, playful and embraces the flamboyant use of traditional motifs. And for this very reason, the agency has created an advertising campaign that reflects this essence of the collection. ‘#TickTalk’ is a conversation about tradition, design, quirks and time with Masaba Gupta. The film showcases how her vision for this collection comes to life, watch by watch.

Since the watches are so distinct and unique to this collection, they are at the core of the communication. As always, the campaign also presents a point of view that resonates with Titan Raga and women in their 20s.

Mahesh Gharat, Chief Creative Officer, Ogilvy Bangalore, said, “It's for the first time that Titan Raga has collaborated with fashion designer Gupta to launch a collection of this kind. It's quirky, young and playful. We wanted the communication to reflect that same essence and appeal to women in their 20s. The film showcases the watches in their true glory and the narrative complements the philosophy behind the collection. Right from the concept stage to the final output, this film is a perfect example of how the team at Ogilvy worked in tandem with Vijay and Dharam of Hungry Films, to create this world of imagination and wonder.”

S Ravi Kant, Chief Executive Officer, Watches and Accessories Division, Titan Company, said, “We have associated with designer Gupta known for her striking motifs and bold designs that resonate with the ‘Young Woman’ of today. This partnership has resulted in unique and differentiated designs; each timepiece has a unique story to tell. This limited edition collection blends the feminity and romance of Raga with the tribal and pop art signature look of Masaba. The Titan Raga-Masaba collection is a testament to the Raga brand that has elegantly and fashionably evolved over years to suit every woman and every occasion.”

The TVC:

https://www.youtube.com/watch?v=EA5OEzZFHxw

Credits:

Created by: Ogilvy Bangalore

Group Chief Creative Officer and Vice-Chairman: Sonal Dabral

Chief Creative Officer: Mahesh Gharat & Azazul Haque

Creative Team: Cynthia Unnikrishnan, Varun Katyal, Anoop Sathyanand, TK Radhesh

Executive Vice-President and Head of Advertising (South): Tithi Ghosh

Account Management: Sindhu Menon, Akshatha Poojari, Shivani Agarwal

Planning: Sreenesh Bhat, Easo John

Agency Producer: Rajib Baruah

Production House: Hungry Films

Director: Vijay Sawant

Producer: Dharam Valia

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