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Xylys New Ad Shows Obsessive Desire

The campaign is conceptualized by Rediffusion Y&R, Bangalore. Watch the TVC here.

Xylys New Ad Shows Obsessive Desire

The campaign is conceptualized by Rediffusion Y&R, Bangalore. Watch the TVC here.

Nirbhay Taneja | Delhi | August 2, 2010

Titan Xylys has launched a new campaign “Obsessive Desire”. The campaign is conceptualized by Rediffusion Y&R, Bangalore.

Xylys, the premium Swiss made watch brand from the house of Titan, redefines itself with an all new campaign that embodies the irrational desirability of the brand. The new creative expression is carefully designed to reflect the effect Xylys watches have on their consumers. The stunning designs have captured the hearts of many watch connoisseurs. The brand thought is encapsulated in the words “You don’t possess a Xylys, it possesses you”.


The new Xylys film is about a popular and happening man becoming completely withdrawn and besotted with the object of his fascination, a Xylys watch. It is a story of a man’s obsession, with his Xylys watch. He is so magnetically attracted to the watch that he becomes oblivious to the world around him. Falling in love can do strange things and that is perhaps what happens to him after he acquires his beautifully crafted Xylys watch.

According to Suparna Mitra, Global Head - Marketing, Titan Watches, “Following the successful launch of Xylys in 2006, we have decided to re-invigorate the brand and give it an imagery that will enable us to engage, entertain and connect with our consumers better. The new campaign communicates a simple story while reinforcing the brand’s enhanced positioning.”

“You see it all around you, people treating their bikes, cell phones, etc as their sweethearts. I’ve even heard of a woman who married her laptop! That’s where the idea comes from,” says Mukund Sharma, Creative Head, Rediffusion Y&R Bangalore.

Adds Arun Kumar.R., Creative Head, Rediffusion Y&R, Bangalore, “All of us have lost a friend to love. And the only person who doesn't notice he has changed is the one in love. This irrational obsessive behaviour is what we have tried to capture visually.”

“In all consumer researches the strongest thing that came out was the product design and the irrational pull it created. We have tried to weave a story on this product truth and push the limit on what Xylys can do to the user,” says Paritosh Srivastava, Vice President – South, Rediffusion Y&R.


Creative Agency: Rediffusion Y&R, Bangalore National Creative Director: Minakshi Achan Creative Directors: Arun Kumar; Mukund Sharma Copy: Mukund Sharma; Arun Shankar Art: Arun Kumar Account Management: Paritosh Srivastava, Peeya Sridhar, Sumanth Sudarshan Production House: Milestone Films Director: Lloyd Baptista Post-production Studio: Avitel Media Agency: Maxus Solution



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