A non-Indian could easily watch the new commercial for Tanishq jewellery but it is really difficult for the Indians.
In this ad, a beautiful woman I getting dressed up for her wedding and puts on her Tanishq necklace. At the ceremony, her daughter calls out to her. She’s asking if she can participate in the pheras, a ceremony in which the couple walks around a fire seven times as they say their vows. The groom is moved by the girl and takes her up, filling his bride with emotion. The little girl then asks the groom if she can call him ‘daddy’.
What’s special about the ad is that marriage is the second one for both the bride and groom. Historically, divorced or widowed men are outcasts in Indian culture, making the ad a sharp break from tradition. Fair women re given more importance in Indian film industry. But this has a dusky bride in the main role. Indian viewers are also talking about the bride’s relatively dark complexion, a turn away from the country’s mainstream obsession with light-skinned lead actresses.
Change the way you look at a woman’s success’, is Titan Raga’s message to the world this Women’s Day.
The person is describing Kiran as a young promising fresher who has won Rajat’s trust. He adds that Rajat and Kiran share a great working relationship, that they come in to work early, leave late and even spend the weekends in work. At this point, everyone in the room is exchanging glances letting their thoughts get ahead of themselves as they imagine a relationship between a charismatic male boss and his charming female protégé. Everything they hear leads them to believe Kiran and Rajat have a strong chemistry between them—the probable reason for her snagging the recommendation, in the first place.
The new advertisement, #BreaktheBias, is a subtle yet potent narrative about the way the world looks at a woman’s success. The advertisement ends with Titan Raga saluting the rising success of women despite these odds and asks viewers to change the way they look at a woman’s success. There was many controversies for this ad,one such is “Sati or slut? Titan Raga’s #BreakTheBias ad is no Women’s Day gift”
A girl has so many roles to play in her life. The most important stage of her life is when she becomes a mother. Her world changes and starts revolving around her kid. But all this should not mean that she forgets herself and her aspirations. Motherhood is something that comes naturally and should not be treated as a burden, but a responsibility.
Taking the same philosophy forward, Titan has reaffirmed the campaign message ‘Khud se naya rishta’, with the launch of a TVC that emphasises the fact that motherhood is a desired choice and not a sacrifice. Conceptualised by Ogilvy, the ad film has been directed by Vinil Mathew of Breathless films.
Over that last few years, Titan Raga has become synonymous with the progressive mindset of modern Indian woman. The brand has addressed pivotal topics of discussion about women and femininity like career, marriage and gender biases at workplace with its campaigns — #KhudSeNayaRishta, #HerLifeHerChoices and #BreakTheBias.