Titan Raga has released its latest campaign which captures the evolved Indian woman. The film has been conceptualised by Ogilvy & Mather and shows an exchange between a woman who is expecting a baby, with her mother.
The film opens at a family gathering. A man raises a toast and urges a mother-to-be to deliver a speech at the gathering. She resists to begin with, but after a glance at her Titan Raga watch she smiles and agrees, as she receives a large cheer from those gathered. She says that she believes she'll be that type of a mother who wouldn't be able to cook chapatis for her child, nor would she wait late at night for the child to be back home.
She points towards her mother, and thanks her for the unconventional way she brought her up. She thanks her for her travel tales, for doing her PHD at the age of 45, and finally for loving her own life, as much as she loved her. She signs off that motherhood shouldn't be a sacrifice, but should be a choice.
Sirish Chandrashekar – marketing head, Titan watches, said, “Titan Raga’s brand films have always reflected the Modern Indian woman’s progressive views through contexts that are relevant to her life. In this film, we explored the evolving codes of motherhood. It is about living your life fully, without being judged and knowing that being a mother is not a sacrifice, but a choice.”
Azazul Haque, executive creative director, Ogilvy & Mather, said “In the new campaign, the Raga woman questions the established definitions of motherhood. We wanted to pick an insight, a subject of conversation that's relevant to majority of modern Indian woman. The story of a young mother, inspired by her own mother who has redefined motherhood looked emotional, touching and yet an extremely strong narrative to communicate what Titan Raga stands for.”
Client: Titan Raga
Created agency: Ogilvy & Mather, Bangalore
National creative director: Rajiv Rao
Executive creative director: Azazul Haque and Mahesh Gharat
Creative supervisor: Cynthia Unnikrishnan
Senior vice president and head of advertising – South: Tithi Ghosh
Account management: Sindhu Menon, Akshatha Poojari, Shivani Agarwal
Planning: Sreenesh Bhat, Abigail Dias
Agency producer: Rajib Baruah
Production house: Breathless films
Director: Vinil Mathew