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Titan Edge mesmerizes with balance master Maedir Eugster

The campaign designed by Ogilvy Bangalore shows how both Eugster and Edge are masters at their game

Sohini Sen | Mumbai | September 5, 2013

Click on the image to watch the TVC.

Titan has come up with a new campaign to promote its brand new Edge collection from its award winning Edge series. Made with space age titanium, this sleek collection is also as light as feather, which is reflected in the campaign designed by Ogilvy & Mather, Bangalore.

Titan's brief to the agency was to encapsulate the culmination of a series of design evolutions over nearly a decade to finally reach the mastery in all its aspects.

“Titan Edge as a brand celebrates mastery and perfection in an endeavour to provide world-class timepieces to our customers. Edge’s latest campaign speaks about mastery beyond belief which reflects in all the facets of the brand’s offering,” said Ronnie Talati, Chief Marketing Officer, Titan Company.

The agency decided on lending a human association to the watch – one that stands for lightness, precision, skill and elemental simplicity. Swiss balance artist Maedir Eugster was finally roped in to represent the watch line.

The TVC show Eugster balancing at his game, starting with a feather to much bigger palm frond spines. He carefully rests the feather on a small branch and then grabs another slightly larger spine and balances each one on the tip of the next, until he’s holding a massive kinetic sculpture overhead! In this unique commercial, the master of balance justifies the mastery involved in not only his line of work but also in creating Edge timepieces.

While the commercial with dramatic lighting and deep breathing and showmanship captures both craftsmanship and minimalist design, the new watch line also represents elegant modernism at its sharpest. The film was shot by Stockland Martel, New York.

Joono Simon, Executive Creative Director, Ogilvy South, said, “It was important for us to recognise that the line between art and commercial art is blurring. As we aim to create new brand conversations, the quality of our audience's interaction entirely depends on the quality of experiences we can offer.”

More than just a simple test of stability, Maedir depicts a visually mesmerising look that justifies the ideology of Titan Edge, which is ‘Mastery beyond belief’ in the TVC. The artist's criss-crossing pattern leaves one astonished, especially against the white backdrop which makes it seem like the materials are simply floating in mid-air. The Titan signature tune playing in the background adds to the mood.

The TVC:

[youtube]http://www.youtube.com/watch?v=-nfRPxxmbkc[/youtube]

Credits:

Creative Agency:  Ogilvy & Mather, Bangalore

Executive Creative Director: Joono Simon

Senior Creative Director: Shamik Sen Gupta

Copywriter: ShamikSen Gupta, Sraman Majumdar

Account Planning: Sreenesh Bhat

Account Management: Tithi Ghosh, Sindhu Menon, Akshatha Poojari

Films: Neha Kapoor

Production House: Stockland Martel, New York

Film Director:Tobias Hutzler

Producer:  Bill Stockland

Music: Mikey McCleary

Media Agency: Maxus

Sohini.Sen@BestMediaInfo.com

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