Titan Raga latest campaign upholds the Choice of Motherhood

The latest campaign highlights the progressive mindset of the Modern Indian Woman. #MomByChoice

Titan Raga has become synonymous with clutter-breaking and thought-provoking campaigns and has narrated compelling stories on the evolved Indian Woman. Staying true to their brand persona, the latest campaign by Titan Raga conveys a strong message on the choice of motherhood.

Reaffirming the campaign message of ‘Khud Se Naya Rishta’, the TVC emphasizes that motherhood is a desired choice and not a sacrifice. Conceptualised by Ogilvy, the ad film has been directed by Vinil Mathew of Breathless films.

The TVC is set at a beautiful baby shower. We see a young mother-to-be speak from her heart about the kind of mother she aspires to be. She starts off with the traditional things she will not follow, often defined by society as traits of a ‘good mother’. Rather, she appreciates her own mother for being unconventional – a woman who did not give up on her life, aspirations and passions. And for that very reason, her mother is her role model, teaching her to love her life as much as she will love her newborn baby.

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.”
Over that last few years, Titan Raga has become synonymous with the progressive mind-set of our modern Indian woman. The brand has addressed pivotal topics of discussion in the larger conversation about women and femininity like career, marriage and gender biases at the workplace with its #KhudSeNayaRishta, #HerLifeHerChoices and #BreakTheBias campaigns.

Credits
Agency:
Brand: Titan Raga
Created by: Ogilvy & Mather, Bangalore
National Creative Director: Rajiv Rao
Executive Creative Director: Azazul Haque & 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:
Production House: Breathless films
Director: Vinil Mathew
Producer: Swadha Kulkarni
Director of Photography: Ravi K Chandran
Music: Subhajit Mukerjee
Cast: Meher Mistry, Sreekanth Das, Purnima Rathore, Mayank Dwivedi
Post Production Head: Kunal Suvarna


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