The festive period that falls at the end of the year is the biggest sales period for the watch category in India. Communication during this period is make-or-break for businesses. Traditional, elegant and classic designs are the flavor of the season. Communication codes are festive, celebratory, warm and collective.

It was in this festive context that we launched a collection inspired by imperfections and flaws, and made it the face of the brand. It was in this warm and festive communication landscape that we took a risk and aired communication that celebrated flaws of the woman.

Re-framing imperfections as the trophies for their pursuit of greatness.

While women were embracing their imperfections on one hand and their achievements on the other, we decided to blend both and elevate their imperfections to a higher pedestal. We didn’t just talk. We walked the talk. A first-of-its-kind festive collection of beautifully asymmetric watches was created as a tribute to the modern woman who proudly embraced her achievements and her imperfections equally. The design and craftsmanship celebrated the beauty and magnificence of imperfections and asymmetry.

With a product that celebrated ‘flaws’, the creative strategy was to raise a toast to the imperfections that were an outcome of the achievements, the heroism and the sacrifices of the modern Indian woman. We made ‘flaws’ the badges for their successes.

In the early days, feminist conversations in India were around the barriers to women’s freedom – marriage, commitments etc. The narrative progressed to divorce, second marriage and later to equality at work. These were still the dominant topics in 2018. But dominant is never ahead of the curve.

Hence to regain its lost status Titan Raga had to create a fresh and authentic dialogue. To arrive at the insight, we joined the dots between what young women voiced and what we observed around us.

What did she say? – She derived her strength from a sense of pride in her achievements and choices.

What did we see? – Women were getting more and more comfortable with being themselves. Popular movies had heroines who were not an epitome of virtuosity. Media celebrated personalities who were revealing their flaws. And those, who trolled mistakes and flaws, were trolled back.

Why was this happening? – The source of their self-belief was the same sense of pride. It came from what they were able to achieve with the freedom new India had bestowed upon them.

As they started realizing their real worth, the young Indian female started embracing her imperfections more than anything else.

Business Results

1.THE HIGHEST SELLING DIWALI COLLECTION IN THE LAST 4 YEARS

At 4.32 million USD, Raga I Am was 15% higher than Raga Aurora 2016, the previous highest.

2.SELL OUT RATE OF 76% - THE HIGHEST IN THE LAST 4 YEARS

The previous highest was 70%.

Brand health results

3.SHARE OF PREFERENCE – ARRESTED THE DECLINING TREND SINCE 2015, INCREASING IT BY 3 PERCENTAGE POINTS AMONGST YOUNG INDIAN WOMEN. (Source: TNS Brand Track) The campaign increased the SOP from 32% (2016) to 35% (2018).

4.INCREASED BRAND IMAGERY SCORES AMONGST THOSE REACHED, ON KEY

IMAGERY MEASURES LIKE ‘YOUTHFUL BRAND’ (Higher by 24%), ‘IN TUNE WITH TIMES (Higher by 15%)’ AND ‘REFLECTS MY PERSONALITY (Higher by 21%)’. Source: TNS Brand Track.

The Raga I AM commercial was ranked among the top 10 Indian ads in 2018 by Brand Equity from The Economic Times, India’s leading business daily.