Titan Raga is out with a new campaign featuring Katrina Kaif, one of the brand ambassadors for the product. The campaign's creative duties have been handled by Ogilvy Bangalore.
The TVC shows Kaif in her usual vivacious avatar gearing up for a weekend trip when she gets a text from her counterpart which reads that the trip will have to be postponed since his flight has been cancelled. Kaif's face turns morose for a bit but she soon gathers herself up, wears a Titan Raga on her wrist,picks up her luggage and storms out in her car, with much elan. She goes to her mother's place and asks her if she has any weekend plans. Surprised to see her daughter at her doorsteps, the mother agrees to accompany Kaif for a road trip where the two share cherishing mother-daughter moments with a track, 'I don't know where I'm going but I like the direction', setting the right mood. The car swooshes by, leaving the tagline - Life is Now!
Joono Simon, executive creative director, Ogilvy Bangalore, who worked on the creative ideation for the campaign, said, "Today’s 25 year olds manage relationships with certain effortlessness. Spontaneity is a defining trait of this generation. Whilst relationships are important she is unwilling to contain her own spontaneity for the sake of them. It is this context and these traits that Titan celebrates in its new commercial.”
Ajoy Chawla, vice president, Titan, shared, “Titan celebrates spontaneity, vibrancy and free spiritedness of today’s youth. ‘Life is Now’ captures the mood of today’s men and women who want to live every moment and share it with their loved ones.”
Simon mentioned that the film portrays Kaif as a young, 21st century woman with an independent and impulsive spirit, who celebrates optimism with the courage to pursue her own happiness. He added that the fictional narrative of the film is unpretentious, capturing all emotions faithfully and with striking simplicity.
Here are the ads for Print:
Client: Titan Industries
Agency: Ogilvy Bangalore
Executive creative director - Joono Simon
Senior creative director - Shamik Sen Gupta
Copywriter - Shamik Sen Gupta
Account planning - Ramesh Kumar, Sreenesh Bhat
Account management - Tithi Ghosh, Sindhu Menon, Akshatha Poojari
Films- Neha Kapoor
Production house - Nirvana Films
Director (of the film) - Prakash Verma
Producer - Lisa DCosta
Art director – Anitha & Donald
Media agency - Maxus
Post-production studio - Indypost, Sally's studio
Exposure (mediums used) - TV, Internet, Cinema