Radhika Joshi
Oct 22, 2012

Campaign India First Cut: Titan Raga's new commercial

Watch the making of the ad film and the final version, created by Ogilvy & Mather

The new commercial for Titan Raga is set in an art fair. Katrina Kaif, the brand ambassador, sneaks into a tent, and tries her hand at the potter's wheel. When the clay threatens to drip down her wrist to her Titan Raga watch, she attempts to take it off with her teeth, but isn't able to. She notices a young man who's been watching her, and asks him for help. The two engage in a little flirtation in the process.

Campaign India First Cut found out that the set took almost six days to make, with everything being made from scratch.

On the campaign, Arkadyuti Basu, senior creative director, Ogilvy & Mather Bangalore, said, "Titan Raga is about celebrating the femininity and sensuality of women. That's really been the brief, over the years. If it were different in any way with this campaign, it would be to make it more contemporary while retaining the core values of the brand."

Watch the ad film again.

 

Credits:

Starring: Katrina Kaif
Title: Pottery
Brand/Client: Titan Raga
Agency: Ogilvy (Bangalore)
Executive Creative Director: Joono Simon
Creative Director: Arkadyuti Basu
Copywriters: Arkadyuti Basu, Sanjana Mathur & Swarupa Sridharan
Client Servicing: Tithi Ghosh & Sindhu Menon
Agency Producers: Rajib Baruah & Neha Kapoor
Production Company: Bang Bang Films
Director: Jonathan Lennard
DOP: Simon Coull
Producers: Roopak Saluja, Marjorie Rodrigues & Varun Mohta
Head of Production: Cyrus Mendes
Assistant Producer: Kartik Vasudeva
Production Manager: Chetan Kale
Production Assistant: Nitin Ambekar
Assistant Directors: Sharvari Marathe, Charit Desai, Aditya Gupta & Jatin Shah
Editor: Harshal Thakkar
Head of Post Production: Vivek Gupta
Post Production Manager: Abdeali Pedhiwala
Post Production: Pixion (Mumbai)
Music: Amar Mangrulkar
Art Director: Urvi & Shipra
Wardrobe: Fabeha Khan
Make-up: Ambereen Yusuf
Casting: Meera Unnikrishnan
 

Source:
Campaign India