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Titan's watch brand for women is known for its ad films highlighting the subject of female empowerment, and the new campaign for 'Titan Raga' is no exception.
The ad opens at a family gathering. A man raises a toast and urges a mother-to-be to deliver a speech to the gathering. Although initially reticent, after a glance at her Titan Raga watch she smiles and agrees. Addressing her mother, she praises her for the unconventional way she has brought her up, thanking her for her travel tales, for completing her Ph.D. at the age of 45, and for loving her own life as much as she loved her daughter. She signs off by saying - 'Motherhood shouldn't be a sacrifice, but a choice'.
Over the past few years, the brand has taken other subjects concerning femininity, including career, marriage and gender biases at the workplace with its '#KhudSeNayaRishta', '#HerLifeHerChoices' and '#BreakTheBias' campaigns.
Conceptualized by Ogilvy & Mather and produced by Breathless Films, editing duties for this new ad were delivered by the Prime Focus advertising team, with Anshuman Ghokle & Kevin Mathews delivering the Offline & Online edit for the ad.
Credits
Client: Titan Raga
Agency: Ogilvy & Mather, Bangalore
National Creative Director: Rajiv Rao
Senior Vice President And Head Of Advertising – South: Tithi Ghosh
Production House: Breathless Films
Director: Vinil Mathew
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