The Titan Company: Standing the test of time on gender

Screenshot from Tanishq's Remarriage campaign

The Titan Company has donned a progressive and sensitive stance on gender ever since one can remember. Across Titan watches, youth brand Fastrack and jewellery behemoth Tanishq, the company’s advertising has stood out consistently with its messaging, nuance, sensitivity and creativity. The  brand has understandably been recognised on the Laadli Awards stage more than once. It was awarded for being a ‘Consistent Gender Advocate’ in both 2024 and 2025.

One of the earliest standout campaigns for Tanishq has been an example cited by Population First at its sensitisation workshops often — the ‘Remarriage’ film from 2013. Conceptualised by agency Lowe Lintas & Partners, the idea was to normalise and celebrate the remarriage of a woman with a young child. Adman-turned-filmmaker Balki birthed the idea and the creative team comprising Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Rexena Devraj,  Indrasish Mukherjee and Adarsh Atal scripted the film directed by Gauri Shinde.

“Tanishq did have a women empowerment stance even before the ‘Remarriage’ film, with campaigns like ‘New Tales of Tradition’ (2005). But it was ‘Remarriage’ that really took off for the brand. It got them extraordinary recognition,” says Ramaswamy, independent filmmaker and creative director, who was part of the agency team.

He adds, “Tanishq was about distinct jewellery. But there’s a limit to how much you can showcase that distinctiveness. So the whole thought then was that we aren’t just about differentiated jewellery, but jewellery for a differentiated mindset. That approach got cemented with ‘Remarriage’, when Tanishq defined its audience as one having a differentiated, more progressive, modern mindset including in their approach to relationships. That opened up a whole avenue out there.” 

The brand has stayed the course to earn recognition. Laadli’s citation  notes: “Tanishq has continually championed gender-sensitive advertising, bringing nuanced conversations about women’s choices, individuality, and equality into public consciousness.”

Here are some of the winning campaigns from the Titan Company over the years:

LMA  2013-14 Titan Raga #HerLifeHerChoices Agency Ogilvy & Mather

‘The Tum Nahi Badle’ advert spotlighted and challenged the mindset that views work and career as a man’s prerogative — and a woman’s work and career as secondary. The female protagonist is assertive and independent enough to walk out of a marriage where her aspirations were not respected. Yet, her character is etched sensitively, depicting her as confident and unapologetic about her choice. The creative team managed to tell a great story in a short time and established the stance of the brand amongst women with agency and choice.

LMA 2014-15 Titan Raga #BreakTheBias Agency Ogilvy & Mather

‘Break the Bias’ was a subtle yet powerful narrative about how the world still viewed a woman’s success at work, with prejudices — as one determined by her ability to influence her male bosses through charm and guile. It drove home the point that we are clouded by preconceived notions and gender biases; and that of all the things attributed to a woman’s success, hard work is last on the list. The film challenged gender stereotypes at workplaces and called for change.

LMA 2020 Titan Raga #FlauntYourFlaw Agency Ogilvy & Mather

Titan Raga beseeched women to accept themselves as complete human beings, scars included, in this campaign. The ad reiterated to women that they are a lot more than their physical appearance and that they should feel comfortable in their own skin. It broke stereotypes of beauty and assuaged women’s insecurities associated with appearance.

LMA 2022 Tanishq | Marriage Conversations Agency Dentsu Webchutney

‘This wedding season, let’s talk about marriage,’ said Tanishq, in this ad campaign for its engagement rings. The ‘Marriage Conversations’ spotlighted realâ€Âlife issues that brands seldom talk about. This was a marked shift from glamourizing weddings to talking about real issues thereafter. The campaign continued into more editions (more on page 7).

LMA 2023 Tanishq| The Superwoman Agency Talented

The Superwoman ad, while portraying a protagonist juggling various roles seamlessly, takes a bold turn by acknowledging the internal struggles, weariness and vulnerability beneath the facade of perfection. The narrative skilfully addressed unrealistic expectations from women and underlined the importance of acknowledging their humanity.

This story is part of Laadli’s impact report @21, shared for online publication exclusively with Manifest. Download the full report here.