Titan Raga Puts Alia Bhatt In Three Films About Being Judged
Titan Raga has launched Your Way Is Beautiful, a three-part digital film campaign created by Ogilvy and featuring brand ambassador Alia Bhatt.
- Brand: Titan Raga, the women's watch line from Titan Company
- Ambassador: Alia Bhatt
- Agency: Ogilvy
- Format: three digital films
- Spokespeople: Ranjani Krishnaswamy, chief marketing officer, Analog Watches, Titan Company
What The Films Are Actually About
Each film takes a situation in which a woman is being assessed by someone who was not asked. A passing interaction that gets scrutinised. A personal choice that becomes a subject of opinion. A body that becomes a topic of casual conversation.
What the films do with those setups is the interesting part. The women are not written as wounded, and the campaign does not stage a confrontation. The response is composure, and the argument is that the composure is the point.
Why This Is A Harder Brief Than It Looks
Jewellery and watch advertising in India has traditionally been built on occasion. A wedding, a promotion, a milestone, a gift. Occasion is convenient for a marketer because it tells you when to spend and gives the film a natural ending.
Titan Raga has walked away from that here. There is no event in these films, only ordinary days on which somebody has an opinion. That removes the built-in reason to buy and replaces it with a disposition the brand wants to be associated with, which is a slower and less measurable thing to sell.
The Line Krishnaswamy Used
Titan's framing put the definition itself in question rather than the product:
"With Raga, we have always believed that beauty was never meant to live inside the rigid definitions society has placed on it for generations. Because who really has the right to define what makes a woman beautiful, if not the woman herself?"
The phrase doing the work is "if not the woman herself". It moves the brand from describing beauty to declining to describe it, which is a defensible position for a category that spent decades doing the describing.
The Risk For Titan Raga In This Territory
Films about everyday judgement are now a crowded space in Indian advertising, and the failure mode is well known: the brand arrives to narrate a woman's confidence back to her, which is its own form of telling her what to be.
The defence is specificity. These three situations are small and recognisable rather than grand, and the campaign lets the response carry the meaning instead of a closing line of instruction. Whether that reads as respect or as another brand borrowing a conversation is the thing to watch in the comments rather than in the brief.
More on Ad Tribe Campaigns.
Advertisement
