Titan Watches has unveiled a campaign for its brand Raga featuring Bollywood actor and brand ambassador Katrina Kaif. The ad film created by Ogilvy & Mather went on air on 15 October 2013.
The film features Kaif aboard a luxury train, in what seems like Europe. She shares a table in the dining car with a fellow traveller who speaks only Spanish. But they communicate despite the language barrier. On seeing him lift a tea pot, she realises that he is offering her tea. She tells him that it is ‘chai’ in Hindi. The conversation continues in this vein. Kaif walks down a passage gazing at the scenery passing by, followed by her companion. As she gazes out of the window, he comes closer and softly touches the pearls on her watch strap, and says, ‘pearla’ - which she translates as ‘moti’. He goes on to call it ‘preciosa’ (beautiful). When the train comes to a halt and he bids adieu saying ‘adios’, she says there is no such word. After his departure, Kaif stands by the window in the passage they had spent time together in, recalling the memory fondly while touching her watch. The film ends with a close up of Titan Raga watches and a female voice over, ‘Titan Raga – Ek khoobsurat rishta’ (Titan Raga – a beautiful relationship).
Joono Simon, executive creative director, Ogilvy & Mather, South, said, “Everyone dreams of a chance encounter with an attractive, nameless stranger on a journey. The creative potential of this alluring fantasy has been explored brilliantly by movies and literature many a time. In the new commercial for Raga, we are trying to explore this accidental rendezvous between two absolute strangers. It celebrates the sensuous and spontaneous spirit of a woman and her Raga.”
Client: Titan Watches
Brand: Titan Raga
Creative agency: Ogilvy & Mather
Executive creative director: Joono Simon
Senior creative director: Arkadyuti Basu
Copywriter: ReshmaTonse, Arkadyuti Basu
Account planning: Sreenesh Bhat
Account management: TithiGhosh, SindhuMenon, AkshathaPoojari
Production house: Goodmorning Films
Director (film): Shashanka Chaturvedi
Director of photography:Tetsuo Nagata
Producer: Robin D'Cruz
Music: Dhruv Ghanekar