<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