<b>Campaign logic:</b> Timepiece to reflect women's choices

The latest TV commercials by Titan Raga presents the decision of childbirth as a female prerogative

Brand: Titan Raga

Budget: Rs 5-6 crore

Agency: Ogilvy & Mather

In recent years, a series of television commercials (TVCs) by Titan Raga, the watch brand for women, has kept pace with the wave of “liberal feminism” in India. In less than a decade, they’ve undergone changes in the choice of actors — from a glamour queen like Katrina Kaif to the more cerebral Nimrat Kaur to the unknown — and used the films to increasingly promote one’s individuality.

After earlier ads batted for women to decide whether or when they want to get married as well as end a marriage where they aren’t treated as equals by their spouses, the latest ad campaign, #MomByChoice, talks about the choice of childbirth as women’s prerogative. The minute-long ad shows a woman giving a short but meaningful speech before her family and friends at her baby shower.

Prodded by her husband, she gets over initial embarrassment to think aloud as to what kind of a mother would she turn out to be. The mom-to-be answers she would be similar to her mother, whom she addresses as ghumakkad (wandering) and one who pursued a PhD at 45. She thanks her mother for loving her own life as much as her daughter’s.

Sirish Chandrashekar, marketing head, Titan Watches, says the ad celebrates the spirit of a mother who loves and lives life as much as she loves being a mother. “We have explored a topic that is much debated among modern Indian women of today; motherhood. Choices that women make after motherhood are judged, often harshly by society. The confident and self-assured woman of today is rewriting the rules of what is acceptable and what is not as a mother.”

The TVC will run for a month across movie, entertainment, music and news channels. Chandrashekar adds, “We also try to showcase newer and more modern occasions to look stylish and feel confident with a Titan Raga. In this film, we have picked a small occasion like a baby shower with family and friends.”

Tithi Ghosh, senior vice-president and head of advertising, Ogilvy & Mather, South, points out that the agency’s focus on women wouldn’t waver even as it becomes more challenging to find fresh expressions at a time women-centric ads are increasing. “In the past, we have pitched the woman against the chauvinistic man, society at large or common workplace biases but this time we decided to refrain from showing conflict. We wanted deeper emotional connect and inclusivity,” she adds.

According to a 2015 report by Technopak, the Indian watch industry was projected to grow to Rs 10,000 crore by this year. At the time, the branded segment was estimated at 67 per cent of the overall market. Market leader Titan enjoys a share of over 60 per cent of the organised segment. “Titan has built a certain lineage in the communication for Raga. The task is to keep strengthening the values of Raga — femininity and beauty,” Ghosh adds.