Campaign India Team
Dec 15, 2014

Titan Raga celebrates the woman of today

Watch the ad film conceptualised by Ogilvy and Mather here

Titan has rolled out an ad film for its line of Raga watches. The film has been conceptualised by Ogilvy and Mather Bangalore. The film features Bollywood actress Nimrat Kaur.

The film begins with Kaur sitting at an airport reading a book. She is interupted by an ex-lover who asks her if he could join her. When Kaur asks him how he has been, he makes a reference to Kaur leaving him. As they talk and catch up, it is revealed that Kaur is still single. On being asked why it is so, Kaur tells the man that she never gets time from work. This being something he knew all too well, he makes a passing comment about how their relationship would have worked had Kaur stopped working. Kaur retorts by saying that he could have also quit. Offended, he tells her that he could not have quit, seeing how he is a man.

Amused, Kaur looks down at her Raga and tells the man (Aakash) that he is still the same man that she had left all those years ago. She then proceeds to offer the ashamed man coffee as she goes on talking.

The film ends with a shot of the watch and Kaurs voice over saying , “Khud se naya rishta”( a new relationship with one’s self)

Rajan Amba, GM, Titan Watches and Accessories, said “Raga is a reflection of the modern woman - progressive, confident and passionate. Over the years we have seen this woman evolve. She has unravelled different facets of her personality. And at every step of the way, Raga has evolved with her. Today, we are seeing a new side to this woman, where she is independent and free-spirited. And through this new film we are happy to reflect this new dimension that defines the woman of today. I'm sure this film will appeal to every modern woman because it captures their essence beautifully.”

Piyush Pandey, executive chairman and creative director, Ogilvy & Mather South Asia, said, "Raga is an evolved watch for the evolved woman of today - a woman who's self-respecting and confident.  Her story has been beautifully captured by Vivek Kakkad of Curious Films.  I am really looking forward for the women of India to see it - more power to them!"

Joono Simon, executive creative director, Ogilvy South, India, added,"There was a time, not long ago, when Indian brands made a habit of perpetuating gender stereotypes from the past. Raga broke this stereotype with its consistent portrayal of a spirited woman with an air of sensual power.In the new commercial, the brand steps up to portray a self-assured, assertive woman who reminds us that, as far as her life is concerned, she is firmly in charge and that she alone has the ability to decide what’s good for her. I'm sure the commercial would inspire many modern women to go out and grab her rightful place under the sun."

 

Credits:

Client: Titan
Creative agency: Ogilvy & Mather, Bangalore
Executive creative director: Joono Simon
Group creative director: Arkadyuti Basu
Creative director/ Copywriter: ReshmaTonse
Account planning: SreeneshBhat, Susan Mathen
Account Management: Tithi Ghosh, Sindhu Menon, Akshatha Poojari
Agency producer: RajibBaruah
Production house: Curious
Director: Vivek Kakkad
Producer: ShahzadBhagwagar
Music: Abhishek Arora
Media Agency: Maxus

Source:
Campaign India

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