BackSpot Light | Titan
The ad tries to portray today's woman
Premium
Reviewer: RahuL Mathew
The creative head at DDB Mudra, west, Rahul Mathew joined the Mudra Group earlier this year. Prior to this, he was executive creative director at McCann Erickson. In his 15-year career, Mathew has worked with agencies such as Ogilvy & Mather India, JWT, Leo Burnett and Y&R.
Campaign
Nimrat Kaur joins the growing list of Bollywood actresses associated with Titan watches with the brand’s latest advertisement for its Raga collection for women. The commercial opens with Kaur at the airport, waiting for a flight. A man, presumably a former boyfriend, approaches her. She asks how he is, he responds that he is just as she left him. He notices her name on the flight ticket and concludes that she hasn’t got married. Their relationship could have worked, he says, if she had left her career. Kaur smiles and tells him he could have done the same. As a man, he couldn’t have, he retorts. You were right, Kaur tells him, you haven't changed. The tag line: Khud se naya rishta (A new relationship with yourself).
Your first thoughts on the campaign?
My first thought is that Nimrat can’t seem to find a loving husband, be it in films or in ads. But she does carry the ad beautifully. I don’t think it would have been the same without her.
What would you have done differently?
Seeing a better product connect in the campaign would have been nice. This particular advertisement could have been for anything or any other product, not necessarily for a watch.
Titan has actively been promoting single, independent, non-conventional women, breaking a few stereotypes in the process. Do more advertisers need to start paying attention to portraying a more powerful image of women through their advertising campaigns ?
Titan isn’t the first or only one. Tata Tea has been doing it, as has Fastrack (a Titan brand), albeit with younger women. I would believe most women brands today aspire to do the same. It’s the woman of today and advertising mostly tries to mirror society.
Which Titan ads have been the most memorable?
The Aamir Khan advertisements for Titan.
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