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BW Businessworld

A Woman Before A Mother

Titan Raga campaign is being promoted on television and will be supported with digital amplification

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Over the last few years, women’s role in Indian advertisements has evolved — from mothers who only fret over their children’s food habits or dirty clothes to modern women who balance both work and home. Titan Raga is one of the brands that have actively worked towards redefining Indian women through its #BreakTheBias and Katrina Kaif’s ‘Don’t get married because...’ campaigns in the past. And now, the watch brand is back with another ad that celebrates women, not just for being a mother but for the individual that she is.

The new ad film — features a pregnant woman at her baby shower, who talks about not toeing the lines of what the society describes as a ‘good mother’, but celebrating her mother’s unconventional choices to not give up on her life, aspirations and passions — reaffirms the brand’s message of ‘Khud Se Naya Rishta’. Conceptualised by Ogilvy and directed by Vinil Mathew of Breathless films, the ad film emphasises that motherhood is a desired choice and not a sacrifice.

Explaining the concept behind the campaign, Suparna Mitra, Chief Marketing Officer, Watches and Accessories, Titan, says, “In this film, we have explored a topic that is much debated among the modern Indian women of today: Motherhood. Society often plays a harsh judge to the choices women make as mothers. The confident and self-assured woman of today is re-writing the rules of what is acceptable and what is not, as a mother. She is wholeheartedly embracing this new phase in her life and challenging the stereotype that women need to sacrifice or give up on their ambitions when they become mothers. This film celebrates the spirit of a mother who loves and lives life as much as she loves being a mother.”

The campaign is being promoted on television and will be supported with digital amplification.

Azazul Haque, Executive Creative Director, Ogilvy & Mather, says, “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 women. The story of a young mother, inspired by her own mother who redefined motherhood, looked emotional, touching and yet an extremely strong narrative to communicate what Titan Raga stands for.”