Titan Raga has rolled out a campaign 'beautiful together' featuring actor Alia Bhatt highlighting the beautiful bond of sisterhood. 

Conceptualised by Ogilvy, the campaign consists of a film that exhibits warmth and focuses on the value of female bonds. 

What we think about it: The brand has showcased sisterhood and the female bond in a very heartfelt manner. Breaking away from the usual narrative wherein women are portrayed to be always against each other, the film has tried to chronicle a sense of community among them. Also, the brand's offerings are integrated seamlessly throughout the film.  

Aparna Ravi, marketing head, Titan Watches, said, “Raga as a brand has consistently been driving deep and meaningful narratives about women. ‘Beautiful Together’ is our conscious effort to recognise a bond that's often overlooked – the incredible strength and support women find in each other. We are thrilled to have Alia Bhatt on board, who perfectly epitomises the spirit of sisterhood. We believe this campaign will resonate with our audience and inspire them to celebrate the amazing women in their lives."

Tithi Ghosh, president and head of office, Ogilvy South, said, "Titan Raga has always fronted conversations that genuinely speak to women. Raga watches are designed to evoke beauty and femininity and these are pillars of all our Raga campaigns. Today femininity is evolving from being about individual choices to a collective hurrah. Women feel fulfilment and joy in celebrating each other not just for the big wins but also for the little things that earlier would not be noticed. This beautiful spirit of sisterhood is captured in our new campaign in which we see how the tiniest of moments can also become uplifting when women simply come together.  We have deliberately chosen instances that are highly relatable like lending a helping hand in making wardrobe choices to paying a compliment to another woman in a trial room. The brand platform Beautiful Together resonated with our brand ambassador Alia Bhatt, known for her tightly-knit circle of girlfriends and the infectious positivity they collectively generate. The essence of the sisterhood she embodies made her the ideal candidate to advocate this heartwarming message."

CREDITS:

Agency: Ogilvy

Chief creative officer:  Harshad Rajadhyaksha and Kainaz Karmakar

Chief strategy officer: Prem Narayan

Chief creative officer:  Puneet Kapoor

Executive creative director:  Nishant Pratap

Creative team:  Jaydhrit Sur and Nidhi Gopal

President and head of office: Tithi Ghosh

Head of strategic planning: Easo John

Senior planning director: Rema Bagga

Senior vice president: Akshatha Poojari

Account management: Shruti Sundararaman and Sakshi Bhardwaj