What is a flaw? What is imperfection? What is a scar? Nothing but societal stereotypes which don’t have any existential reality. And #FlauntYourFlaw does those women full justice who believes in crushing all such stereotypes under their foot just like the butt of a cigarette. As we are talking about it boldly, so is the tone of this TV spot! And we love it!

It’s high time that the world realises and the woman especially that beauty is not feeling ashamed of the pregnancy marks but realising how beautiful they are. That the scars from a war are not to be veiled but revealed and flaunted as the biggest medal. We feel that it’s the flaws that make a person unique, that give her a distinct identity. And every aspect of it is beautiful. The visual stories in the spot truly mirror the product philosophy of the Raga ‘I Am’ collection. Go on, have a look at the TV spot and the different visual stories that it tells and don’t forget to flaunt your flaw!

Credits:
Agency: Ogilvy, Bangalore
Concept: Khudse Naya Rishta
Campaign: Flaunt Your Flaw
Group Chief Creative Officer and Vice Chairman: Sonal Dabral
Chief Creative officer: Azazul Haque and Mahesh Gharat
Copywriter: Azazul Haque
Creative team: G Prasanth, Cynthia Unnikrishnan, TK Radhesh
Executive Vice-President and Head of Advertising, South: Tithi Ghosh
Senior Vice-President, Head of Planning: Anirban Roy
Client Services Director: Akshatha Poojari
Planning team: Easo John, Srishti Kataria
Agency Producer: Rajib Baruah
Production House: Good Morning
Director: Shashanka Chaturvedi

Tags:
#FlauntYourFlaw, Ogilvy & Mather, Titan Ads, Titan Commercials, Titan Raga campaigns, Latest TVC, Digital Campaign, Flaunt Your Flaw, Watch, Bangalore, Khudse Naya Rishta, TV spot

Conceptualised by Joe Public, the ad introduces Tinqoh, a hero born and bred in the lush hills of ‘Indaweni.’ Fire, water and gravity are no match for this local superman who always answers the call of his community, until the day he’s faced with a completely different kind of challenge.

Brothers for Life promotes positive male norms and encourages the uptake of health services such as medical male circumcision (MMC), men taking up HIV Testing, consistent condom use by men and reduction of sexual partners.

Lebogang is known for the artistic lens through which he looks at socially conscious topics like this, whether in documentaries like The People Versus The Rainbow Nation and Prisoner 46764 or his #Operation45 brand films for Operation Smile, which won Creative Circle Ad of the Year in May.

But while Tinqoh’s subject matter is serious, the advert rather taps into South Africa’s filmic history of using humour to deal with trauma.

“We wanted to break down barriers,” says Lebo. “To take something serious and make it accessible so people feel more comfortable talking about it – because that’s the solution, or at least part of the solution. We have to be talking about these things.”

Rory O’Grady shot Tinqoh in KwaMashu , with William Kalmer editing the spot at Post Modern.

About Lebogang Rasethaba
Lebogang Rasethaba grew up in South Africa, spent five years in China completing his master’s in film studies, and returned to his mother continent with a remarkable skill set and a handy fluency in Mandarin. Since then, Lebo has made his mark on the advertising world, winning Creative Circle Ad of the Year, working with a spread of international brands, and featuring regularly on sites like Highsnobiety, i-D, Nowness and Vice. His Sons of Kemet music video screened at TED Global in 2017, while Lebogang has also completed three feature-length documentaries, The People Vs The Rainbow Nation, Future Sound of Mzansi, and Prisoner 46764: The Untold Legacy of Andrew Mlangeni. “There is this intensely creative, unapologetically young and curious energy in South Africa that I sense and subscribe to; it’s really infectious and I point my camera in that direction.”

Credits:

Title: Brothers for Life “Tinqoh”
Client: CCI

Agency: Joe Public
City & country: JHB South Africa
Agency producer: Tshepiso Moerane
Chief creative officer: Xolisa Dyeshana
Creative director: Martin Schlumph
Copywriter: Buyani Duma
Art director: Tshepo Mogorosi

Director: Lebo Rasethaba
Director of photography: Rory O’ Grady
Production co art director: Adi Koen
Production co producer: Julia Schnurr
Executive producer: Colin Howard

Editing company & city: Post Modern
Editor: William Kalmer
Post production co & city: Post Modern – JHB
Music & music publisher: Audio Militia

This Article is related to:
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In India, the current organ donation rate is 0.5 donors per million population as compared to more than 30 donors per million in some western countries. There is a serious shortage of organs and the gap between the number of organs donated and the number people waiting for a transplant is ever increasing. Close to half a million Indians die, failing to get organs on time. We can help save such lives by increasing the Organ Donation rate in the country. This is where you can help by pledging to donate your organs.

Pledge Now

Puneet Prakash, the director of this video says, “We wanted to depict how a selfless act such as organ donation results in solace and satisfaction that a loved one is, in a way, living on and in the process has given the gift of life to someone else as well.”

Director: Puneet Prakash
Brand: Fortis Healthcare
Campaign: #MoreToGive

#StopTrashPlant- An awareness campaign to empower people to become organ donor
Watch Campaign

Video related to:
Fortis Healthcare, organ transplant, Fortis Organ Retrieval & Transplant, More to Give, Heartbreaking video, Inspiring Video, organ donors, saving a life, emotional ads, Fortis Ads, Latest TVC, healthcare campaign, brand film, Awareness campaign