Mumbai: Titan Raga has signed Alia Bhatt as its new ambassador. The onboarding of the vibrant actress also marks the launch of the brand’s new TVC campaign ‘Boldly Beautiful’. Conceptualized by Ogilvy, the new TVC campaign is an ode to young Indian women who aspire to break the societal barriers of inhibitions around self-expression and desires.

Raga by Titan, known for its contemporary conversations around gender, celebrates women who embrace their authentic bold self-expression in the new film. With Alia in her naturally vibrant and feisty spirit, the film normalizes spontaneity in typical familial conversations. 

The newly-wedded actor is seen as a bride-to-be who is expressing herself uninhibitedly in tune with her raga amidst a typical wedding set-up. Through a light-hearted concept ‘Boldly Beautiful’ encourages consumers to be themselves unapologetically, and establishes Raga as the perfect accessory for these bold and beautiful expressions. 

Speaking of this new campaign, Titan marketing head Sirish Chandrashekar said, "We are delighted to have Alia Bhatt on board as Titan Raga's brand ambassador. Titan Raga symbolises expressiveness. Be it through product design or advertising, the brand always expresses a definitive point of view that resonates with the contemporary young woman. Alia, being bold and expressive herself, is an ideal choice to amplify the brand's narrative"

On associating with Titan Raga, Alia Bhatt said, “I am thrilled about associating with Titan Raga and look forward to working with this iconic brand. Titan Raga has always expressed a woman's point of view interestingly. The new campaign seeds a deeper connection through designs that are beautifully expressive and contemporary. I hope to inspire authentic and bold stories of young Indian women with Titan Raga.”

Talking about the TVC, Ogilvy South chief creative officer Puneet Kapoor said, “It is true that you don’t just match brands to your body, but your personality and to your soul. There’s always something about a great brand that goes beyond the beautiful design and functionality and connects deeper within. Titan Raga’s tone and manner has been one such stellar voice that’s always been beautifully bold, unabashed and authentic in expression. This story is an attempt to capture that spirit with our ever-changing, ever-evolving social scenario.”