Titan Raga Celebrates The Theme of Inclusivity

In this Pride month, Titan’s Raga brings out the theme of inclusivity in their ad campaign. Titan’s Raga is known for its massive advertising and its classic touch of elegancy in their designs. The Campaign, filmed by Ogilvy, brings out the art of self-expression through its cast Kumar Iyer, a makeup artist, a mentor, and a member of the LGBTQ Community.

Titan has always focused on bringing out the femininity in new yet elegant ways. In their previous ad films, they have touched various concepts, including celebrating working women with #Herlifeherchoice, workplace equality with #Breakthebias, Motherhood is a choice with #Mombychoice and the famous #Flauntyourflaws advertisement. In addition to this, they bring out the essence of self-love and self-care in their new “Proud to be me” Campaign.

In this ad, Kumar Iyer is seen dressing up in a light saree and grooming himself wearing the Raga watch with pride and grace. The ad ends with a note “What you feel is who you are.” The ad film beautifully articulates this through its perfect lighting and slow-motion shots, making us fall in love with that. According to Sirish Chandrasekhar, the Marketing Head of Titan, “What you feel is who you are, is the main motto of the Campaign. People must realize that they are free to express themselves and feel good about it too. Through this, we aim to reach a mass audience and encourage them to be their true selves.”

He also believes that in these tough times, dressing up is one of the best ways to uplift the spirit and feel good about ourselves. Dressing up doesn’t need an occasion as it is all about appreciating oneself. Mr. Chandrasekhar also adds that during this pride month, they wanted to reach out and connect to people and make them believe that we must have higher acceptance of people around us. Further, Mahesh Gharat, the Chief Creative Officer of Ogilvy, says, “It was a real challenge to pull off the shoot in 10 days amidst the social distancing and lockdowns. Still, our thorough attention to detail and planning made it possible.”

The ad film released on Instagram, Twitter, and other social media platforms has successfully conveyed the message of inclusivity and self-appreciation in the simplest and impactful way. Apart from Pride month, the brand also concentrates on occasional marketing on the following special days such as Father’s Day and Mother’s Day.