Titan Raga launches campaign with Alia Bhatt

Tata Group’s premium watch brand Titan Raga has joined forces with Bollywood celebrity Alia Bhatt to promote its latest timepieces in a campaign titled ‘Beautiful Together’. The promotional film is designed to celebrate bonds between women and beauty as a catalyst for community.

“Raga as a brand has consistently been driving deep and meaningful narratives about women,” said Titan Watches’ marketing head Aparna Ravi in a press release on May 15. “‘Beautiful Together’ is our conscious effort to recognise a bond that’s often overlooked – the incredible strength and support women find in each other. We are thrilled to have Alia Bhatt on board, who perfectly epitomises the spirit of sisterhood. We believe this campaign will resonate with our audience and inspire them to celebrate the amazing women in their lives.”
 
The campaign focuses on small moments between women which can have a significant impact in uplifting them, such as paying compliments in a store’s trial room and helping out with picking an outfit. The campaign aims to capture this spirit of sisterhood and was created by advertising agency Ogilvy in Bengaluru.
 
“Titan Raga has always fronted conversations that genuinely speak to women,” said Ogilvy South’s president and head of office Tithi Ghosh. “Raga watches are designed to evoke beauty and femininity and these are pillars of all our Raga campaigns. Today femininity is evolving from being about individual choices to a collective hurrah. Women feel fulfilment and joy in celebrating each other not just for the big wins but also for the little things that earlier would not be noticed… The brand platform Beautiful Together resonated with our brand ambassador Alia Bhatt, known for her tightly knit circle of girlfriends and the infectious positivity they collectively generate. The essence of sisterhood she herself embodies made her the ideal candidate to advocate this heartwarming message.”