Titan Raga celebrates the allure of imperfections

Titan Raga’s latest TV Commercial, ‘Khudse Naya Rishta,’ questions the concept of beauty. Conceptualised by Ogilvy, the TVC celebrates a woman’s ability to embrace who she is and the way she accepts every bit of herself. She doesn’t believe in the world’s definition of ‘beautiful’ or ‘flawless’. Her beauty is a belief that starts with her being comfortable in her own skin.

The film showcases women from different walks of life who wear their scars with pride. And flaunt their (supposed) imperfections with absolute confidence and grace. Because, for a working woman, her dark circles are proof of her hard work. For a performer, her chipped nails and bruised feet are marks of her relentless dedication in pursuit of excellence in her passion. And this campaign wishes to recognise these beautiful women and the beauty that exists in these ‘imperfections.’

Suparna Mitra

Suparna Mitra, CMO, Titan Watches, said, “The beauty of a woman does not lie in a societally imposed idea of perfection, but rather in her acceptance of her unique beauty. Design stories that celebrate the allure of imperfection are at the core of the product truth of the Raga ‘I Am’ collection. 'I Am' designs bring to life the asymmetry and unpredictability abound in nature. This collection embodies the true spirit of individuality, a fitting tribute to the woman of today.”

Azazul Haque

Azazul Haque, Chief Creative Officer, Ogilvy, said, “Titan Raga has always celebrated women and has always questioned stereotypical thinking. This time, it questions stereotyping of beauty. Why are pregnancy marks not celebrated? Why are they flaws? Why do dark circles need make-up to hide them? This campaign raises such questions and tells women to flaunt their flaws and not hide them because every part of them is beautiful. Every mark, every scar, every wrinkle is beautiful. And Titan Raga celebrates that beauty.”

Mahesh Gharat

Mahesh Gharat, Chief Creative Officer, Ogilvy, said, “Through this campaign, Titan Raga celebrates women for who they are. It challenges the idea of beauty that often underscores flawless perfection that is impossible for most women to attain and highlights the beauty of her achievements. The scars/marks of a mother, a breast cancer survivor, an army officer or a performer are a result of their achievements. They represent their hard work, triumph and passion. And they should be worn with pride.”

The TVCs:    

Credits:

Agency: Ogilvy, Bangalore

Group Chief Creative Officer and Vice Chairman: Sonal Dabral

Chief Creative officer: Azazul Haque and Mahesh Gharat

Copywriter: Azazul Haque

Creative team: G Prasanth, Cynthia Unnikrishnan, TK Radhesh

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

Senior Vice-President, Head of Planning: Anirban Roy

Client Services Director: Akshatha Poojari

Planning team: Easo John, Srishti Kataria

Agency Producer: Rajib Baruah

Production House: Good Morning

Director: Shashanka Chaturvedi

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