The latest ad film for the Titan Raga watches that has been conceptualized by the ad agency Ogilvy & Mather India Ltd. has interpreted a lot. The latest TV commercial for the watch brand starts in a board room. The senior executives and directors are too busy with their annual evaluations and appraisals of the employees in the organization. One of the senior executives reads a name that has made to the recommended list. He reads, Kiran, recommended by Rajat and says, obviously. The others get piqued by this statement and they listen more about Kiran.
The executive describes Kiran as a fresher who is young and promising and managed to win the trust of Rajat. He also states that Kiran and Rajat share a really good working relationship that they start working early, leave late and also spend their weekends in work. On hearing this, everyone in the board room exchange glances at each other and smirk predictably. They let their thoughts imagine a relationship between a charming female protégé and her charismatic male boss. They believe that Rajat and Kiran have a great chemistry between them and that is the main reason for her recommendation.
Their curiosity piqued them and the senior director wants to meet Kiran. The executive makes a call and everyone is shocked to see a man walk in the room.
This ad film #BreaktheBias clearly points the point that the world sees a woman’s success in a different angle. The film ends with the watch brand Titan Raga gesturing the rising success of women regardless of these odds and also asks viewers to change the way they see the success of a woman. It also ends saying women are unstoppable now.
This lovely campaign by Titan Raga will make us consider the subconscious gender biases that exist in the workplace.
