MAM
Aegis Media to launch second OOH agency Brandscope on 1 December
MUMBAI: After the successful launch of Posterscope in India, Aegis Media Group will launch its second OOH agency, Brandscope, on 1 December.
The agency, which will function from Mumbai, Delhi and Bangalore, will start operations with five clients – Indiabulls, Fin Air, Arcil, JK Paper and Kewal Kiran – under its belt.
Said Aegis Media and Posterscope Director – APAC chairman India and CEO South East Asia Ashish Bhasin, “Brandscope will be in a unique proposition that puts the brand at the heart of an OOH solution, using the world‘s latest tools and a global knowledge bank. Haresh Nayak, MD Posterscope, will be the domain expert on OOH for both our OOH businesses in India. This is an advanced and a new concept in the field of OOH and I am sure Brandscope will revolutionise the role of OOH in brand communications in India.”
Brandscope will use the expertise of the group‘s offerings such as Hyperspace and the groups proprietary PRISM suite of tools that have been developed over time in order to provide cutting edge solutions to the clients.
Avers Nayak, “Brandscope will look into the brands personality and its promise through its creative use of OOH. It will not necessarily look at using an existing medium, but will be more about innovation and creativity in the ambient space, keeping in mind the brand‘s aspirations and the communication premise.
“We believe that the future of OOH depends on how well we can use the environment and ambience to engage the audience with the brand. We are also pleased to announce that Fabian Cowan will be the Business Head of Brandscope in India.”
Brandscope, part of Posterscope Worldwide that has its presence in 26 countries across North America, Europe, Asia Pacific and South Africa, intends to expand its team of seven brand specialists in India to 18 by 2011.
MAM
Titan Raga campaign urges women to make time for themselves
New film reframes ‘being busy’ as choosing joy without guilt or permission.
MUMBAI: For many women, the busiest thing on the to do list is often… everyone else. Titan Raga’s latest campaign turns that idea on its head, urging women to reclaim moments for themselves without the quiet guilt that often shadows leisure. Instead of glorifying rest, the brand’s new film celebrates the conscious choice to claim joy, without waiting for permission or feeling the need to “earn” it first.
At the heart of the campaign lies a familiar yet rarely spoken truth. Many women instinctively feel that personal time must come only after every responsibility has been ticked off. Leisure becomes something to justify, and joy is postponed until the to do list runs out. Titan Raga’s message is simple: perhaps it never needed permission in the first place.
The film brings this idea alive through everyday scenes rather than dramatic gestures. A working professional, a mother and a film director move through their daily routines, each quietly negotiating that familiar internal voice that questions whether they deserve a moment to themselves. Instead of waiting for the right moment, they simply choose it.
These moments are small and deeply relatable. A pause in the middle of a hectic day, a quiet personal indulgence, or a few minutes reclaimed from the chaos of everyday life. Individually they appear ordinary, but together they carry a quietly rebellious energy.
The narrative is stitched together by a playful track that flips a common refrain on its head: “Haan hoon main busy… making some time for me.” What once sounded like an apologetic explanation becomes a confident declaration.
Titan Company Ltd. chief marketing officer Ranjani Krishnaswamy said the campaign was shaped by a recurring emotional insight.
“What we kept hearing underneath everything was guilt. Not because anyone was asking women to be constantly available, but because they were asking it of themselves. It is not a rule someone handed them, it is something they carry quietly and instinctively. With this campaign we wanted to speak to that moment when a woman realises she has always had the agency to choose differently,” she said.
Ogilvy Bangalore executive creative director Aarti Nichlani added that the team aimed to spotlight everyday decisions that rarely receive attention.
“The idea was to capture moments women seldom see celebrated, those brief pauses where they choose themselves in the middle of everything else. We wanted the film to feel light, relatable and real because sometimes the smallest choices can feel the most liberating,” she said.
The campaign concludes with a simple thought that neatly sums up its spirit: let’s get busy making time for ourselves.
