Prods young, contemporary women to remain true to their identity
National, 13th April 2023: Raga by Titan, a brand known for its exquisite collection of timepieces and
considered narratives on the individuality and uniqueness of every woman, announces the launch of
its latest campaign, Love Yourself Boldly. Featuring the dynamic and feisty, Alia Bhatt, the new TVC
urges women to unapologetically be themselves.
The film captures Alia Bhatt adorned in vibrant power-glam and minimalistic-chic looks, symbolizing
the proudly fashionable and boldly independent, modern day woman. Adopting a light-hearted and
buoyant tone, the actor is seen picking up Raga watches, each symbolic of a distinctive feature and
talking about the judgements society makes, regardless of one’s choices. She goes on to pose a
compelling question with the adage “Par in sab ki wajah se, khud se pyar karna chhod doge kya?”
prompting women to rise beyond people’s opinions and unabashedly live life on their own terms, all
this, while representing Titan Raga as a contemporary, artful, unprejudiced companion. Creative
incorporation of the legendary Titan symphony elevates the message and tops off the campaign on a
memorable note.
The TVC is now live
The new @LoveMyRaga Instagram handle is now showcasing the digital film
Sirish Chandrashekar, Marketing Head at Titan, said, “We are thrilled to launch the
LoveYourselfBoldly campaign which aligns with the brand’s continued endeavour to normalise a
woman’s choice to put herself above all else. The philosophy is reflective in the evolution of our
product designs and powerful storytelling, that has found strong resonance with young
contemporary women of today. Having broken several preconceptions in her own journey, Alia
Bhatt is an ideal choice to augment the message of the campaign.”
Puneet Kapoor, Chief Creative Officer, Ogilvy South, said, “Isn’t it great when a fabulous brand
asset, like the Titan tune, can be adapted and used creatively to convey different messages and
connect with audiences in new ways? In this case, it delivers a bold ‘no’ in the face of the judgments
the world throws at you. Only when you love yourself boldly, can you confidently reject these
judgments to cultivate self-love.”
AGENCY: Ogilvy, Bangalore
Chief Creative Officer, Ogilvy India: Harshad Rajadhyaksha and Kainaz Karmakar
Chief Creative Officer, Ogilvy South: Puneet Kapoor
Executive Creative Director: Nishant Pratap
Creative team: Jaydhrit Sur, Dhruv Menon, Rohini Raja
President and Head of Office, South: Tithi Ghosh
Head of Strategic Planning, Ogilvy South: Easo John
Vice President: Akshatha Poojari
Account Management: Shruti Sundararaman, Ayushi Choudhary, Subhasree Bose
PR Agency: AdfactorsPR
PRODUCTION
Production House: Chrome Pictures
Director: Amit Sharma
Producer: Abhishek Notani & Kush Malhotra
Director of Photography: Rajesh Nare
Music: Shubhojit Mukherjee
Cast: Alia Bhatt
Post-Production Head: Dutta Yewale
About Titan
Titan Company Limited (“Titan”), a joint venture between the Tata Group and the Tamilnadu
Industrial Development Corporation (TIDCO), commenced its operations in 1987 under the name
Titan Watches Limited. In 1994, Titan diversified into Jewellery (Tanishq) and subsequently into
Eyewear. Over the last three decades, Titan has expanded into underpenetrated markets and
created lifestyle brands across different product categories including fragrances (SKINN), accessories
and Indian dress wear (Taneira). Titan is widely known for transforming the watch and jewellery
industry in India and for shaping India’s retail market by pioneering experiential retail. Titan
recorded a standalone income of around INR 27,200 crore for the year ended 31 st March 2022.
