Titan Raga’s New Ad Tells Young Women About The Right Time To Get Married

Extending the idea of 'Her Life Her choices' for the wedding season is Titan's new ad film that talks about the right time and reason to get married

Titan_raga_katrina_ad

Bollywood Actress Katrina Kaif has made her mark in the film industry despite being an outsider. And when the talk is about her choice of a life partner, she has been taking her own sweet time, making it tough for the rumour mills. The actress has been linked to many people in the past, with rumours rife about her impending wedding to long time beau Ranbir Kapoor. We would only know when the truth unfolds, but Katrina comes across as a self-made woman who is happy with the tough choices she has made in life.

This makes Katrina the perfect fit as the face of Titan’s “Her Life Her Choices” campaign. The watchmaker from the house of Tata had chosen to celebrate confident women in its campaign launched late last year, sending a strong signal about the brand philosophy and what it stood for. Read “You Will Absolutely Love Nimrat Kaur In This New Ad Film For Titan Raga“.

This being the wedding season, the brand has chosen the marriage theme to pay tribute to womens’ marriage choices. In the ad film conceptualised by Ogilvy & Mather, Katrina is seen getting dressed like a bride, while her voice over is heard in the background. The monologue reflects the various kinds of societal pressures on a woman to get married – aunty harassment, ex-boyfriend getting married, all friends getting married, too late to be a mother, little sister in tow, etc.

In the end, she is heard answering the most pertinent question about the right time to get married – When you find someone who deserves your time. The film ends with the campaign tagline ‘Khud se naya rishta’.

Katrina is seen wearing one of the watches from the Titan Garden of Eden collection.

The campaign has a supporting website Her Life Her Choices where women can send in their stories of empowerment and stand to win from the Titan Raga collection. A little buzz was created for the new ad where the brand decided to play on Katrina’s wedding rumours. A behind-the-scenes was also shared prior to the big reveal. The ad was shared amidst the hashtag #WillKatrinaSayYes.

Her Life Her Wedding

Titan has found the right occasion in Katrina’s impending wedding to promote the new watch collection, ideal for a wedding gift. Moreover, the theme blends well with its existing campaign of ‘Her Life Her Choices’ that celebrates women who life by their own choices. However, user response for this ad hasn’t been as positive as the earlier one featuring actress Nimrat Kaur.

Social sentiments are more skewed towards Katrina’s fan base rather than the message she has to share. Nevertheless, the brand has ensured the continuing message of ‘women empowerment’ is sent across all its consumer communication.