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Tag: Raga

  • Titan Raga ropes in Alia Bhatt as brand ambassador

    Titan Raga ropes in Alia Bhatt as brand ambassador

    Mumbai: Titan Raga has signed Alia Bhatt as its new ambassador. The onboarding of the vibrant actress also marks the launch of the brand’s new TVC campaign ‘Boldly Beautiful’. Conceptualized by Ogilvy, the new TVC campaign is an ode to young Indian women who aspire to break the societal barriers of inhibitions around self-expression and desires.

    Raga by Titan, known for its contemporary conversations around gender, celebrates women who embrace their authentic bold self-expression in the new film. With Alia in her naturally vibrant and feisty spirit, the film normalizes spontaneity in typical familial conversations. 

    The newly-wedded actor is seen as a bride-to-be who is expressing herself uninhibitedly in tune with her raga amidst a typical wedding set-up. Through a light-hearted concept ‘Boldly Beautiful’ encourages consumers to be themselves unapologetically, and establishes Raga as the perfect accessory for these bold and beautiful expressions. 

    Speaking of this new campaign, Titan marketing head Sirish Chandrashekar said, “We are delighted to have Alia Bhatt on board as Titan Raga’s brand ambassador. Titan Raga symbolises expressiveness. Be it through product design or advertising, the brand always expresses a definitive point of view that resonates with the contemporary young woman. Alia, being bold and expressive herself, is an ideal choice to amplify the brand’s narrative”

    On associating with Titan Raga, Alia Bhatt said, “I am thrilled about associating with Titan Raga and look forward to working with this iconic brand. Titan Raga has always expressed a woman’s point of view interestingly. The new campaign seeds a deeper connection through designs that are beautifully expressive and contemporary. I hope to inspire authentic and bold stories of young Indian women with Titan Raga.”

    Talking about the TVC, Ogilvy South chief creative officer Puneet Kapoor said, “It is true that you don’t just match brands to your body, but your personality and to your soul. There’s always something about a great brand that goes beyond the beautiful design and functionality and connects deeper within. Titan Raga’s tone and manner has been one such stellar voice that’s always been beautifully bold, unabashed and authentic in expression. This story is an attempt to capture that spirit with our ever-changing, ever-evolving social scenario.” 

  • After Congress and BJP, AAP enters ‘outdoor’ fray

    After Congress and BJP, AAP enters ‘outdoor’ fray

    MUMBAI: Barely days for the city to go to polls, and a party which had hitherto relied on unconventional methods such as word-of-mouth, foot soldiers and dharnas to gain popularity, has finally taken refuge in mainstream advertising, albeit out-of-home (OOH).

     

    Indeed, the Aam Aadmi Party (AAP) and its most public face, Arvind Kejriwal, are the latest to find their way to a string of hoardings plastered across Mumbai in the lead-up to voting day on 24 April.

     

    In the hoardings, Kejriwal is seen asking Mumbaikars for votes, alongside slogans in Hindi which read: “Jitne Sitam Karna Hai Kar Lo, Lekin Desh ko Badal kar Rahenge”, “Is baar Imaandaar” et al.

     

     According to Global Advertisers, which has the mandate for the main political parties, while BJP and Congress are utilizing 17 to 20 per cent and 25 to 27 per cent of the total outdoor hoardings, respectively, AAP is utilizing only 7 to 8 per cent.

     

    In terms of monies spent, “If Congress is spending around Rs 50 crore and BJP about Rs 20 crore on outdoor, AAP, which does not have as much money as BJP and Congress, should be spending much less than Rs 3 to 5 crore. However, it is important to note here that unlike Congress and BJP that are creating a very strong presence through TV and print advertising, AAP’s advertising backbone comprises just outdoor and word-of-mouth,” informs Global Advertisers managing director Sanjeev Gupta.

     

     For AAP, the outdoor agency is currently focusing on Mumbai’s high-visibility regions such as Worli, Andheri, Dadar and Thane. Despite having been approached at the nth hour, the agency’s media planning and buying teams have selected some of the best sites for the party.

     

    In this election year, Indian advertising is expected to witness an overall boost of around Rs 1,000 crore from political advertising, with outdoor advertising expected to see a 10 per cent rise within that. “We at Global expect to witness as much as a 30 per cent rise in our revenues just from political advertising,” says Gupta.

     

    While TV and print exude national presence, outdoor is very important for parties to reach out to masses who stay in the country’s hinterland. “And since the 2014 elections are being considered to be one of the toughest elections of all time, parties are more than willing to dig deep into their pockets and spend on advertising, especially outdoor, since their vote bank lies within these tier 2, 3, 4 markets,” Gupta points out.