MAM
Platinum Outdoor executes OOH campaign for Being Human Clothing
Mumbai: Platinum Outdoor, the outdoor specialised unit of Madison World, executed an OOH campaign for Being Human Clothing, a fashion forward retail brand. Campaign focus is its latest sustainable denim collection campaign, ‘Do it in Denim.’
Platinum Outdoor strategically aligned the campaign with the pre-festive period, ensuring visibility across high-traffic zones. For planning, Platinum mapped media in proximity to the stores. The 12-day campaign is currently across 11 cities with over 150 OOH units supported by innovation and dynamic DOOH.
Platinum Outdoor associate VP West Irshad Chippa commented, “Our goal was to create a high-impact, festive-season campaign that not only announced the new sustainable denim collection but also increased the store footfall. The dynamic ‘catalogue’ concept curated by our creative team for DOOH formats has added a fresh dimension, engaging the audience with visually appealing content.”
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.
