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.
MAM
Beacon Group appoints Dr Rajesh Patel as Group CEO
36-year healthcare veteran to lead Beacon Diagnostics, Vector Biotek, Biogeny.
MUMBAI: A new chief, a fresh diagnosis and a sharper prescription for growth. Beacon Group has appointed Dr Rajesh Patel as its Group Chief Executive Officer, effective April 1, 2026, signalling a decisive push to scale its presence in the diagnostics and IVD space. Patel steps into the role with 36 years of experience across the healthcare and diagnostics industry, bringing a career shaped by leadership roles spanning sales, marketing, business development and operational strategy. His mandate is both expansive and precise: to steer the group’s overall strategic direction while tightening coordination across its three core entities Beacon Diagnostics, Vector Biotek and Biogeny Diagnostics.
In practical terms, that means driving cross-company synergies, accelerating market expansion and strengthening organisational capability areas increasingly critical as diagnostic players compete for scale in a fragmented yet rapidly evolving healthcare ecosystem. The group is positioning itself to capture unmet demand across chain laboratories, key accounts and standalone labs, segments that remain underserved despite growing diagnostic needs.
The appointment comes at a time when the In Vitro Diagnostics (IVD) sector in India is entering a more competitive and innovation-led phase, with companies focusing not just on product pipelines but also on service delivery, integration and customer-centric models. Beacon’s leadership appears to be betting that Patel’s execution-focused approach can help translate ambition into operational momentum.
Welcoming the appointment, Chairman Dr D K Joshi described Patel’s induction as a strategic move aligned with the group’s long-term vision, emphasising the role of leadership depth in navigating the next phase of growth.
For Beacon Group, the message is clear, in a sector where precision matters, leadership is the new differentiator—and this appointment is intended to set the tone for what comes next.
