TITAN RAGA WATCHES

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Here is the link for the TVC AD: https://www.youtube.com/watch?v=iS1A5rBAvjg&index=1&list=LLJttaLl7mptifAMDY6fmgGA

Hey everyone. Top of the afternoon to you!

It has been some time since I shared my favorite Ads with you guys on this blog. I was searching for an AD truly beautiful and strong in its message. Then I had my big ‘AHA’ moment 🙂

So our AD post of the week is about TITAN RAGA WATCHES. This is a Television (TVC)advertisement that was aired last year but on Indian Hindi channels.It aired during prime time shows on popular Indian TV channels. It featured the then brand ambassador for the brand, Katrina Kaif, Bollywood film heroine/actress, apparently it is another Bollywood actress now as the brand ambassador.

There have been many Ads before this by Titan Raga, though this one really caught my eyes and ears. This particular Raga brand is called the Garden of Eden Collection.

The story line of the TVC goes like this, Katrina Kaif is getting ready for a special event. There is a lot of hustle and bustle going on around her, as her friends and family(could be sisters) are around her, helping her get ready. Everyone looks beautiful in their Indian traditional clothes. Guests/relatives are coming around Katrina to talk to her, greet/congratulate her as it is her engagement party or wedding reception.

In the midst of all of this, she thinks to her self (but is indirectly talking to the target audience) the reasons why a person shouldn’t get married. I wouldn’t just limit these reasons to only being typically Indian, I think they apply to every single woman on planet earth.

The reasons to not get married she says are: just because your friends are getting married, or because you are tired of aunties’ questions(relatives/XYZ people questioning you or putting pressure on you to get married), or because you feel alone on Valentines Day, because your younger sister is also waiting in line to get married, or you would just get some company when you are old, or just because when will it be a good time to be a mother then , or because your ex-boyfriend is getting married.

The climax of the TVC is when she says,’When is the right time to get married? When you find someone who deserves your time. Titan Raga, a new relationship with yourself.’ In this scene, she applies the traditional bridal bindi on her forehead with a certain surety and confidence, suggesting she is empowered and happy in her choice.

This according to me is a beautiful, awe-inspiring, truly empowering ending to a really meaningful AD. To me this is beautiful story-telling. All your doubts, fears, anxieties answered and leaving you with a confident smile on your face and a brand new thinking of SELF-LOVE.

Love and respect yourself and your time by not Settling for Less than what you Deserve. For every woman out there seeking love and companionship, this AD is for you. Let go of whoever does not deserve a single minute of your precious time.

Titan Raga, an established brand of watches across India, conveys their beautiful messages  I.e-‘Beauty is precious so is time‘, ‘you are one of a kind‘, ‘Build a long-term relationship with yourself first‘, ‘one size does not fit all‘, through their product as well. The watch at the end of the AD is very unique, beautiful and elegant in its design. Butterflies,flowers with precious stones.

If you think about it, butterflies are generally associated with strength, change, hope and beauty. So you are looking at single, strong, independent educated women wearing Titan Raga to regain back their confidence in their choices in life and love. As a member of the target audience, this AD makes me believe in myself and my choices again. So when I would like to buy something for myself, that would make me happy, I would love to buy a Titan Raga as it makes me feel empowered and beautiful (Call to action).

So these are my thoughts, I wish more products and services have thought-provoking messages in their marketing material that really connects with the target audience and makes us brand loyal to them, rather than limit it to occasional buys only.

Do share your thoughts about such kinds of Advertisements or you have something different, I would love to know. Share your creativity.

Share your ideas.

🙂

CADBURY DAIRY MILK CHOCOLATE

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TVC 1-Above link:https://www.youtube.com/watch?v=yICX_ZQ86Mw

TVC 2-Below link: https://www.youtube.com/watch?v=xqC6A4eVW28

cadbury 2

Hello world! Hope everyone is having a grand Monday.

So here I bring to you, yet another advertising post of the week. This is the Television Commercial(TVC) for Cadbury Dairy Milk India. The campaign was called ‘Badhti Dosti Ke Naam, Kuch Meetha Ho Jaaye’, basically meaning lets eat something sweet to celebrate the new friendship.

The commercial was broadcast at prime time, between popular TV shows, just when the whole family is sitting together.Cadbury Dairy Milk has always incorporated a beautiful story line to their advertisements. This particular one too, has 2 parts to it.

TVC 1– The story line involves a woman in her early 30’s standing in her balcony,enjoying the wedding happening in her neighborhood while eating a Cadbury chocolate. She feels at ease just before her mother-in-law enters the balcony. She gets conscious and changes her posture and wraps her sari up until her shoulder, to show her mother-in-law respect.

The awkwardness and the boundaries in the relationship are highlighted.When the daughter-in-law timidly offers a piece of the chocolate to the mother-in-law, she takes it and enjoys a bite of it. They look at each other and have a moment and smile at each other.

This leads to both of them dancing their saris’ off at the wedding happening under their building.They end up being the star performers at the wedding.The TVC ends with both of them leaving the wedding, like best friends/partners in crime ,being freed from their inhibitions and controls.

TVC 2– The story line of this one continues from its predecessor.It’s new years eve, the Cadbury Dairy Milk bar is shared with the family by the daughter-in-law. By the time she serves the chocolate to the mother-in-law, the chocolate bar is over.Right at the time of new years, the mother-in-law brings out another bar and they both wish each other and share a light moment dancing with each other in front of the whole family.

With the last scene being Cadbury Dairy Milk Chocolate Home Treats and New Years greetings with the tagline, ‘kuch meetha ho jaye’, meaning lets have something sweet.

The reason I love this campaign is because Cadbury has taken a fresh new approach to the mother-in-law and daughter-in-law relationship. In a country, where daily soaps/TV shows are famous to show fights between the evil mother-in-law and the dewy eyed, innocent daughter-in-law, this AD is as refreshing as a freshly squeezed chilled orange juice on a hot summer’s day.

Being an Indian woman, I have always been exposed to the idea that the mother-in-law is the ‘be all and end all’ to a relationship. There has always been a sense of negativity and awkwardness with that term.

To-be brides are always taught that you need to be extra nice to your mother-in-law and that you need to be at your best behavior when she is around,that includes respectful clothes, language (in this advert ,the daughter-in-law calls her ‘Mummyji’) I.e. just like a student in front of a principal.

I like Cadburys’ subtle rebelliousness in its key promise that it doesn’t have to be like this, in fact they can be the best of friends. Its the new approach to old relationships, to be filled with love and sweetness instead of fear and control.

The idea of the relationship to be based on friendship and support. It leaves the ad on a positive note to newer beginnings, possibilities and hope, which are great emotional reasons to believe in the ad, product, company and idea.

This ad focuses on the masses in India, the ‘middle class’.It intends to capture the hearts with a simple yet powerful concept.The product,the classic Cadbury Dairy Milk Chocolate has been showed in the TVC’s as being the essential reason to join the bonds between the characters, suggesting it is ‘the brand of chocolate for families’.

So when you go to the supermarket and you see a Cadbury bar on the aisle, instantly you have positive feelings towards the brand as it defines love, family, values, relationships and hope, which increases the customer loyalty towards the brand,much more valuable than a single purchase.

The second commercial is  reinforcing the ideas brought about by the first one. We are familiar with the characters, they are just like us, simple realistic ordinary people.So when we see them, we see a part of us in them, we attach emotions to them as they represent many of us.So if they can break traditions and live in a new way, why cant we ?

Please feel free to share your ideas, creativity is best when shared. Instead of having a sweet ending, here’s to sweet beginnings.

Share your love.

🙂