Ad Campaigns
Ogilvy Bengaluru launches new campaign for Titan Raga
MUMBAI: Titan Raga stands for grace, femininity and sensuality and these values make their way into its exquisite timepieces and reflect in its communication.
Paying tribute to the charming, alluring woman, Raga unveils its latest collection – Raga Pearls with a campaign conceptualised by Ogilvy Bengaluru.
The latest campaign pays homage to a woman who soaks in life, lives every moment to its fullest and lets the magic and romance of the world etch her path. In this depiction, the Raga woman takes a journey that unexpectedly opens doors to self-discovery and the joy of surrendering to the moment.
On the campaign, Ogilvy South executive creative director Joono Simon said, “Everyone dreams of a chance encounter with an attractive, nameless stranger on a journey. The creative potential of this alluring fantasy has been explored brilliantly by movies and literature many a time. In the new commercial for Raga, we are trying to explore this accidental rendezvous between two absolute strangers. It celebrates the sensuous and spontaneous spirit of a woman and her Raga.”
The film opens to the Raga woman, Katrina Kaif, on a journey aboard a luxury train directed by Shashanka Chaturvedi of Goodmorning Films, the chemistry and beauty of the film is accentuated with brilliant camera work by Tetsuo Nagata, who also worked on the Oscar winning La Vie En Rose.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
