MAM
CaratLane releases catchy Rap Anthem; takes twitter by storm
Mumbai: The leading omni-channel jewellery brand, CaratLane, has launched its very own rap anthem on YouTube, starring the employees in their natural element.
The rap antthem #YehHaiApnaTime highlights how the essence & spirit of the people is what makes CaratLane so unique.
The digital anthem recently created a buzz on Twitter as it trended in the top five conversations.
The anthem goes on to showcase a glimpse of the fun & culture at their office.
The brand released the rap anthem to give a sneak-peek into CaratLane’s work culture to its consumer base and connect with like-minded people. While the treatment of the video is very fun, inclusive and full of energy, the anthem also makes some strong statements that represent the overall brand values on omnipresence, priority of consumer experience and being accessible, to name a few.
Talking about the catchy release, CaratLane COO and co-founder Avnish Anand said, “the last 13 years have been nothing short of epic. They say it takes a village but for us it’s been an army of soldiers who have given all their heart, grit and determination in making every day and every year better than the other. From starting out in Chennai to now growing at a global scale, every milestone is a story of multiple heated (or passionate) discussions, the willingness to step into the unknown, the dedication to keep climbing mountain after mountain and being uncomfortably excited about every possibility and challenge thrown at us (and unlimited cups of chai!).”
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.
