Titan Raga has once again tackled head-on a stereotype that has curbed the ambition of women for generations in India. This time the brand’s progressive messaging reached out to mothers everywhere. It brings the debate about the fraught subject of a ‘good mother’ into the average Indian household. The campaign which was uploaded to YouTube on January 20 has received more than 1.2 lakh views in the last ten days.
The ad which is part of Titan Raga’s ongoing ‘Khud Se Naya Rishta’ campaign was conceptualised by Ogilvy& Mather and directed by Vinil Mathew of Breathless films. Ogilvy & Mather and Titan Raga have together pursued the conversation about the modern Indian in the context of a woman’s career, marriage, and gender bias at the workplace.
In the ad we meet a young mother-to-be speak about the kind of mother she aspires to be. She says she will not be a traditional mother who will stick to the traits of what the society defines as a ‘good mother’. She goes on to appreciate her own mother for being unconventional - a woman who pursued her educational and professional aspirations even after becoming a mother. She says that it is for that very reason that her mother is her role model. The ad tries to convey the message that being a mother does not have to be a sacrifice.
Azazul Haque, Executive Creative Director, Ogilvy & Mather, said that the team wanted to pick an insight, a subject of conversation that's relevant to majority of modern Indian woman. “The story of a young mother, inspired by her own mother who has redefined motherhood looked emotional, touching and yet an extremely strong narrative to communicate what Titan Raga stands for,” Haque said.
Sharing his thoughts about the ad Prathap Suthan, Managing Partner and Chief Creative Officer, BangInTheMiddle said that the ad amplifies what the contemporary society thinks today - that becoming a mother is an absolute choice that a woman makes. “Yes, most certainly the ad pummels that point. And it will ring true with most urban audiences. However, India isn't just the urban and liberated and evolved audiences. It's a bigger conversation that needs to happen with peers and more importantly mothers-in-law and husbands who sort of still pigeon-hole the role of a wife. This would talk to them alright, but the language is far too subtle for deep social impact.” He added that it is not the case that the ad by itself has changed or dented or made the society any better. “It is a long conversation. But required conversation,” he said.
Saurabh Dasgupta, former National Creative Director, Innocean Worldwide, felt that the ad is a big tribute to motherhood and especially, unconventional mothers. “It tells the world that it is actually a mother’s positive unconventionality that is aspirational for her children. The central idea of the ad is that the daughter is paying tribute to the mother for not being a traditional stereotypical mother. And that is a beautiful idea.”
He added that as a watch brand, Titan Raga stands for the changing times. “That is very critically reflected in the way the Titan Raga-wearer challenges stereotypes.” Dasgupta also said, “Any time is the right time for attitudinal change, and as brand brave enough to do it, Titan Raga is doing a great job.”
According to Arnab Mitra, Managing Director, LIQVD ASIA ads that draw on the emotions of viewers are passé now. “I am not sure how will this ad help the brand in any way. The whole set up and acting looks very superficial and insipid and doesn’t really do justice to concept of ‘Choice of Motherhood’. I also feel that there is hardly any engagement. It’s a huge opportunity lost,” he said.
The previous campaign from Titan Raga was the #breakthebias campaign. The ad dissected how the society looks at a woman’s success in the workplace. The ad subtly shows how people tend to misattribute the success of a woman to her gender and not her skills. This ad was also conceptualised by Ogilvy & Mather India Ltd and it was released on the occasion of Women’s Day in 2016.