Titan Raga has rolled out a TVC ahead of the start of the Indian wedding season. Conceptualised by Ogilvy & Mather, the film stars Bollywood actor Katrina Kaif.
The film features Kaif as a bride, getting ready. Through the voice over, she highlight pressures that women in India face to get married and urges them not to get married for the wrong reasons. Addressing women, she tells them not to get married because their friends are married, or due to pressure from their families. Being lonely on Valentine’s day, or their sister 'waiting in line' are among other wring reasons she enlists. Wondering when they would become mothers should not be the reason to get married, she adds, and certainly not their ex-boyfriend getting married.
She goes on to say that one should get married, 'when someone deserves your time’. The film ends as it cuts to a shot of the product and Kaif’s voiceover says, “Titan Raga. Khud se naya rishta” (a new relationship with oneself).
Rajiv Rao, national creative director, Ogilvy & Mather India, said, “Titan and Ogilvy have been on a terrific journey together over decades, and this current evolution of the Raga brand is also a reflection of our work being sensitive and responsive to the times we exist in.”
Kainaz Karmakar, executive creative director, Ogilvy & Mather Mumbai, added, “Standard logic says that when an iconic women’s brand is talking about the wedding season we should give women reasons to get married. But Raga says hey, hold on, don’t get married for the wrong reasons. We believe women will appreciate the honest dialogue that this piece of communication is trying to have with them. Different women will identify with different pressure points in the commercial, and that is what makes it interesting and relevant to all.”
Harshad Rajadhyaksha, executive creative director, Ogilvy & Mather Mumbai, said, “This is not merely an ad that we have created. We believe that as it plays out in households across the country, the ad will be a thought-provoker, a conversation-starter and a tool for thousands of young women to use, to assert their control over this most important of life decisions. And only an iconic brand like Titan Raga can assume this stance of being a thought leader, reinforcing itself to countless women as their kind of brand.”
Rajan Amba, general manager, Titan Watches and Accessories, said, “With the wedding season upon us, there are a number of brands that touch upon the ceremonial aspects of the occasion and their placement within. But at Titan, as always, we wanted to stand for something real – something more meaningful. The message in the TVC resonates with the inner voice of every woman in today's empowered world. With Raga being the epitome of the strong, independent, modern woman, it was a perfect brand fit.”
Creative agency: Ogilvy & Mather
National creative director: Rajiv Rao
Executive creative directors: Kainaz Karmakar, Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar, Harshad Rajadhyaksha
Account management: Tithi Ghosh, Sindhu Menon, AkshathaPoojari
Planning: Sreenesh Bhat, Susan Mathen
Production house: Breathless Films
Director: Vinil Mathew
Producer: Swadha Kulkarni
Music: Dhruv Ghanekar
Media agency: Maxus
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No multi-agency pitch involved
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Watch the film conceptualised by Dentsu Impact here