Mumbai: Raga by Titan, a brand known for its collection of timepieces and considered narratives on the individuality and uniqueness of every woman, has announced the launch of its latest campaign, Love Yourself Boldly. Featuring the dynamic and feisty, Alia Bhatt, the new TVC urges women to unapologetically be themselves.
The film captures Alia Bhatt adorned in vibrant looks, symbolizing the fashionable and boldly independent, modern day woman. Adopting a light-hearted and buoyant tone, the actor is seen picking up Raga watches, each symbolic of a distinctive feature and talking about the judgements society makes, regardless of one’s choices. She goes on to pose a compelling question with the adage “Par in sab ki wajah se, khud se pyar karna chhod doge kya?” prompting women to rise beyond people’s opinions and unabashedly live life on their own terms, all this, while representing Titan Raga as a contemporary, artful, unprejudiced companion. Creative incorporation of the legendary Titan symphony elevates the message and tops off the campaign on a memorable note.
Titan marketing head Sirish Chandrashekhar said, "We are thrilled to launch the #LoveYourselfBoldly campaign which aligns with the brand’s continued endeavour to normalise a woman’s choice to put herself above all else. The philosophy is reflective in the evolution of our product designs and powerful storytelling, that has found strong resonance with young contemporary women of today. Having broken several preconceptions in her own journey, Alia Bhatt is an ideal choice to augment the message of the campaign.”
Ogilvy South CCO Puneet Kapoor said, “Isn’t it great when a fabulous brand asset, like the Titan tune, can be adapted and used creatively to convey different messages and connect with audiences in new ways? In this case, it delivers a bold ‘no’ in the face of the judgments the world throws at you. Only when you love yourself boldly, can you confidently reject these judgments to cultivate self-love.”
