Titan Raga returns with another progressive TVC
Titan Raga TVC campaign speaks about the modern Indian in the context of a woman’s career, marriage, & gender bias at the workplace.
Titan Raga has once again tackled head-on a stereotype that has curbed the ambition of women for generations in India. This time the brand’s progressive messaging reached out to mothers everywhere. It brings the debate about the fraught subject of a ‘good mother’ into the average Indian household. The campaign which was uploaded to YouTube on January 20 has received more than 1.2 lakh views in the last ten days.
The ad which is part of Titan Raga’s ongoing ‘Khud Se Naya Rishta’ campaign was conceptualised by Ogilvy& Mather and directed by Vinil Mathew of Breathless films. Ogilvy & Mather and Titan Raga have together pursued the conversation about the modern Indian in the context of a woman’s career, marriage, and gender bias at the workplace.
In the ad we meet a young mother-to-be speak about the kind of mother she aspires to be. She says she will not be a traditional mother who will stick to the traits of what the society defines as a ‘good mother’. She goes on to appreciate her own mother for being unconventional - a woman who pursued her educational and professional aspirations even after becoming a mother. She says that it is for that very reason that her mother is her role model. The ad tries to convey the message that being a mother does not have to be a sacrifice.
Azazul Haque, Executive Creative Director, Ogilvy & Mather, said that the team 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,” Haque said.
Expert View:
Sharing his thoughts about the ad Prathap Suthan, Managing Partner and Chief Creative Officer, BangInTheMiddle said that the ad amplifies what the contemporary society thinks today - that becoming a mother is an absolute choice that a woman makes. “Yes, most certainly the ad pummels that point. And it will ring true with most urban audiences. However, India isn't just the urban and liberated and evolved audiences. It's a bigger conversation that needs to happen with peers and more importantly mothers-in-law and husbands who sort of still pigeon-hole the role of a wife. This would talk to them alright, but the language is far too subtle for deep social impact.” He added that it is not the case that the ad by itself has changed or dented or made the society any better. “It is a long conversation. But required conversation,” he said.
Saurabh Dasgupta, former National Creative Director, Innocean Worldwide, felt that the ad is a big tribute to motherhood and especially, unconventional mothers. “It tells the world that it is actually a mother’s positive unconventionality that is aspirational for her children. The central idea of the ad is that the daughter is paying tribute to the mother for not being a traditional stereotypical mother. And that is a beautiful idea.”
He added that as a watch brand, Titan Raga stands for the changing times. “That is very critically reflected in the way the Titan Raga-wearer challenges stereotypes.” Dasgupta also said, “Any time is the right time for attitudinal change, and as brand brave enough to do it, Titan Raga is doing a great job.”
According to Arnab Mitra, Managing Director, LIQVD ASIA ads that draw on the emotions of viewers are passé now. “I am not sure how will this ad help the brand in any way. The whole set up and acting looks very superficial and insipid and doesn’t really do justice to concept of ‘Choice of Motherhood’. I also feel that there is hardly any engagement. It’s a huge opportunity lost,” he said.
The previous campaign from Titan Raga was the #breakthebias campaign. The ad dissected how the society looks at a woman’s success in the workplace. The ad subtly shows how people tend to misattribute the success of a woman to her gender and not her skills. This ad was also conceptualised by Ogilvy & Mather India Ltd and it was released on the occasion of Women’s Day in 2016.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp