Titan continues the gifting legacy

O&M creates new campaign which shows Titan watches as the best gift in special situations

Sohini Sen| Mumbai | April 8, 2014

Click on the image to watch the TVC.

Titan's latest ad takes the gifting idea a step forward. Created by Ogilvy & Mather, Bangalore, the campaign shows the brand in a new light - by making it the gift in a different setting.

Titan ads, since a long time, have been connected to gifting. Be it the daughter's gift on her marriage, or the professor's retirement gift from his students - Titan knows the value it has in a person's life. The brief the creative agency worked around was to make sure that the brand which is already known for being the original owner of the gifting platform, should be looked at in a new light.

Joono Simon, Executive Creative Director, Ogilvy South, India, said," While gifting as a notion is central to this commercial, it also reminds us that life's best moments are as spontaneous as they are fleeting. Every ticking second is filled with possibilities and it's delightful to see how human emotion can immortalise these fleeting moments."

The TVC opens in a sunny outdoor picnic where friends are busy preparing lunch. A young man walks up to his friend and starts a casual conversation. Within a few second however, he says he has something important to tell her. But they are interrupted by someone and the next chance he gets is when he is sitting next to her at lunch. He pops the question out of the blue, visibly anxious to see what she will say. Instead of being angry or happy, she smiles and extends her hand for a ring. He realises that he doesn't have a ring, but he does have his Titan watch on him, which he quickly slips off and gives it to her. They laugh and are thus engaged.

Piyush Pandey, Executive Chairman and Creative Director, South Asia, Ogilvy & Mather explained, "Titan is a role model for today's youth. This commercial captures today's life layered with the music that is emotionally owned by Titan now. It builds on Titan's gifting idea and adds a new layer of commitment which Titan has always stood for. I enjoyed working on this commercial and my team and Prakash Varma's team have delivered beyond my expectation."

The television commercial is produced by Nirvana Films and directed by Prakash Varma.

The TVC:

Credits:

Client: Titan

Creative Agency: Ogilvy & Mather

Executive Chairman and Creative Director, South Asia: Piyush Pandey

National Creative Director: Rajiv Rao

Executive Creative Director: Joono Simon

Copywriter: Piyush Pandey

Account Planning: Sreenesh Bhat

Account Management: Tithi Ghosh, Sindhu Menon, Akshatha Poojari

Films: Rajib Baruah

Production House: Nirvana Films

Director: Prakash Verma

Sohini.Sen@BestMediaInfo.com

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