Titan Raga, renowned for its collection of timepieces, has unveiled its new campaign, titled, “Beautiful Together” featuring Bollywood actress Alia Bhatt, The brand, which consistently crafts narratives celebrating women, commends the remarkable women who support, enable, and uplifts each other, embodying the essence of sisterhood.

The ad film portrays the beauty of sisterhood, showcasing various instances such as a stranger in an elevator, sharing a tender moment of exchanging a Raga timepiece with a friend to enhance her attire, and supporting another facing a fashion mishap at a social event. The campaign exudes warmth and emphasises the value of female bonds. The voiceover captures the core thought with “Humaari khubsurati mein ek dusre ka haath hai” shining a spotlight on beauty as a catalyst that evokes a sense of camaraderie, comfort, and community among women.

Commenting on the campaign launch, Aparna Ravi, Marketing Head, Titan Watches, said, “Raga as a brand has consistently been driving deep and meaningful narratives about women. ‘Beautiful Together’ is our conscious effort to recognize 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 epitomizes the spirit of sisterhood. We believe this campaign will resonate with our audience and inspire them to celebrate the amazing women in their lives.”

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“Titan Raga has always fronted conversations that genuinely speak to women. Raga watches are designed to evoke beauty and femininity and these are pillars of all our Raga campaigns. 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. This beautiful spirit of sisterhood is captured in our new campaign in which we see how the tiniest of moments can also become uplifting when women simply come together. 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”, stated Tithi Ghosh, President and Head of the office, Ogilvy South.