Alia Bhatt hums the Titan tune, urges women to live boldly

Raga by Titan has rolled out a campaign ‘love yourself boldly’ featuring actor Alia Bhatt to encourage women to unapologetically be themselves. 

Conceptualised by Ogilvy, the film showcases Bhatt picking up different Raga watches, each symbolic of a distinctive feature and talking about the judgements society makes, regardless of one’s choices. She goes on to pose the question 'because of society, should we stop loving ourselves?' encouraging women to rise beyond people’s opinions and unabashedly live life on their own terms. 

Sirish Chandrashekar, marketing head, Titan, said, "We are thrilled to launch the #LoveYourselfBoldly campaign which aligns with the brand’s continued endeavour to normalise a woman’s choice to put herself above all else. The philosophy is reflective of the evolution of our product designs and powerful storytelling, which has found strong resonance with young contemporary women of today. Having broken several preconceptions in her own journey, Alia Bhatt is an ideal choice to augment the message of the campaign.”

Puneet Kapoor, chief creative officer, Ogilvy South, said, “Isn’t it great when a fabulous brand asset, like the Titan tune, can be adapted and used creatively to convey different messages and connect with audiences in new ways? In this case, it delivers a bold ‘no’ in the face of the judgments the world throws at you. Only when you love yourself boldly, can you confidently reject these judgments to cultivate self-love.”

CREDITS:

Client: Tata Raga

Agency: Ogilvy, Bengaluru

Chief creative officer: Harshad Rajadhyaksha and Kainaz Karmakar

Chief creative officer, Ogilvy South: Puneet Kapoor

Executive creative director: Nishant Pratap

Creative team: Jaydhrit Sur, Dhruv Menon, Rohini Raja

President and head of office, South: Tithi Ghosh

Head of strategic planning, Ogilvy South: Easo John

Vice president: Akshatha Poojari

Account management: Shruti Sundararaman, Ayushi Choudhary, Subhasree Bose

PR agency: AdfactorsPR

Production house: Chrome Pictures

Director: Amit Sharma

Producer: Abhishek Notani and Kush Malhotra

Director of photography: Rajesh Nare

Music: Shubhojit Mukherjee

Cast: Alia Bhatt

Post-production head: Dutta Yewale