Since December was a frenzied month with holiday activity and celebrations which also meant a lot of gift giving I was paying special attention to the advertisements on TV and one advert which totally captivated me was the new Titan Raga ad.
When it comes to advertising women have been stereotyped to an extent that is unbearable. Be it cereal – your child’s future depends on the brand of cereal you buy, Detergent – again .. your husbands promotion and your child’s self confidence and progress in school depends on the whiteness of their clothes and in the end your fault. Mosquitoes… your family is NOT sleeping again your damn fault. Aches and pains, women again .. you have to be supple and nimble or you husband wont come home and pinch you seductively, Tea… God help if there is a tea advert where the woman is not making it. I will not go into the kitchen appliances or even car wash which cannot be sold without showing a woman in some regressive form or another. But recently I have seen a few adverts which seem to understand that the conventional forms are NO longer de rigueur. There is a slight (slight) change and I find it refreshing that at least it is starting.
The first advert which I really liked was by Tanishq on re marriage, this was masterful and tastefully done with a powerful message but this new Titan Raga Ad really made the feminist in me smile with joy. This features a confident strong woman who is NOT GUILTY about her life’s choices.
Conceptualized by Ogilvy and Mather Bangalore, the film titled ‘The Raga woman of today #HerLifeHerChoices’ is set at an airport lounge where the lady is reading a book when a male voice asks if the seat beside her is taken. She looks up to see an old boyfriend. They share a warm hug while she asks how has he been. The man responds with a retort “the same as when you had left me”.
They sit down to talk and he notices that she isn’t married yet and asks her for the reason. She answers that she never found the time. He makes a snide comment on how they (she and him) could have made it, had she chosen to quit her job. She asks him why he didn’t quit his job, to which he responds, “How can a man not work, yaar?”
She looks amused and looks at her Raga watch while there is an expectant pause in the film. She looks up confidently to tell him that he is still the same man she had left all those years ago.
She offers him coffee while the man is seen shifting uncomfortably in his seat.
The film ends with a shot of the watch and Nimrat Kaurs voice over saying , “Khud se naya rishta”( a new relationship with one’s self).
What I LOVE about this ad is the fact that it embodies a progressive, confident and passionate woman who makes her own choices and does not live to regret them at all. We often see career women being shown as having missed something or like that Airtel Ad where the woman is the Boss and still she goes home and makes dinner for the man.
Definitely a step in the right direction, truly one of the most influential feminist ads I have seen recently.
With that I thought I would kick start the New Year!
Best Wishes to all of you.
Chan is a writer, blogger and yogi with a passion for history and romance. She is a management professional living in the beautiful paradise island of Sri Lanka with her husband and two furry soft toys she refuses to part with, much to his chagrin. An avid reader and health food junkie, she also loves to keep up-to-date with fashion trends, travel and binge on everything chocolate at the slightest excuse.