Titan brings back the joy of gifting

New campaign by Ogilvy uses Titan's trademark tune while reintroducing the idea of gifting

Sohini Sen | Mumbai | December 12, 2013

Click on the image to watch the TVC.

India's best known watch brand, Titan, is back with another beautiful campaign with its signature tune. Conceptualised by Ogilvy & Mather, the campaign is a reminder to everyone about the joys of gifting something personal.

Titan watches have for long been viewed as a perfect gift. The earlier campaigns have also therefore repeated this idea with brothers gifting their sisters a Titan watch, or a father giving a watch to his soon-to-be-married daughter. But with the advent of online shopping, gifting has become convenient but impersonal.

Titan's new campaign has tried to bring back the same age old values and feeling of choosing something personally for someone. The new campaign will be extended to digital and cinema media as well.

Rajan Amba, Global Marketing Head & Product Head, Titan Watches, said, "The new TVC rekindles an emotional bond that plays an important role in shaping our lives. Gifting is as much about receiving as it is about giving, and giving freely without expectations greatly increases the joy of giving. We have brought back the Titan tune in an emotional yet contemporary manner which is bound to bring back memories among an audience of all ages."

The creative brief to the agency mandated that buyers look at the iconic brand, and the original owner of the gifting platform, in a brand new light. A special objective was to return the brand's ever-popular theme music to its earlier status as gifting's warmest mnemonic.

The TVC opens in a lecture hall where a bunch of students start making music with their pens, rulers and other such instruments. The lecturer stands looking at them, confused. Groups of students then start humming the signature Titan tune and the others gradually join in. A girl finally walks up to the professor with a gift – a notebook which has pictures and messages written on it. It is revealed that the professor is retiring and the students are therefore giving him a Titan watch hidden inside that notebook. The TVC ends with the super reminding everyone of the 'joys of gifting'.

Piyush Pandey, Executive Chairman & National Creative Director, Ogilvy & Mather, explained, “The new Titan campaign dovetails the introduction of more world-class watches by Titan. The campaign explores deep human emotions associated with gifting. The first in the series is a tribute to the great Indian tradition of guru-shishya.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Ogilvy & Mather

National Creative Director: Piyush Pandey

Director of film: Prakash Verma

Media Planning: Maxus India

Artist featured: Avijit Dutt

Sohini.Sen@BestMediaInfo.com

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