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Titan sends out a ‘timely’ message for Diwali

Conceptualised by Ogilvy & Mather, Titan’s new TVC encourages viewers to spend quality time with loved ones this Diwali, with the ‘gift of time’

BestMediaInfo Bureau | Delhi | October 13, 2014

Titan-TVC Click on the image to watch the TVC.

Nothing evokes more irony than something that contradicts its own purpose. For example, technology has given us gadgets that are meant to make us communicate, but has, instead, wedged us further apart from our loved ones. To Titan, this deeply significant insight inspired the new TVC. Created by Ogilvy & Mather, the TVC urges viewers to give their loved ones the ‘gift of time’.

The TVC, set in Paris, starts with a young lady (Kalki Koechlin), looking at her neighbours celebrating Diwali. Her partner (Akhil Akkineni) comes in and greets her by holding her hand but he is distracted by the sparklingly lit Eiffel Tower. He takes out his mobile phone to click a few pictures, much to the lady’s disappointment. She asks him, “What must I do to get your undivided attention?” complaining that he is always busy with his phone and they hardly spend quality time with each other. To this the man quips that the mobile phone was her gift to him. The lady asks him if he would spend time with her, if she gifted him time, while simultaneously slipping a Titan watch on his wrist. Delighted, he answers in the affirmative and they wish each other a ‘Happy Diwali’. The TVC ends with the voiceover saying, ‘lamho ka tohfa apnon ke liye’.

Rajan Amba Rajan Amba

Rajan Amba, GM – Titan Brand, Titan Company, said, “Over the years, the Titan brand and the product have become synonymous with gifting. No other brand in this space or any other category offers the versatility, ease and satisfaction that the gift of a Titan provides to the giver and the receiver. And, as a brand, we have always tried, through our communication, to be reflective of the times. Therefore, it was only natural that in today’s age of information overload and being ever-connected, we remind people in this holiday season that there is nothing more precious and more satisfying than the gift of time to your loved ones. A message, we believe, finds best resonance when said by Titan.”

joono-simon Joono Simon

Joono Simon, Executive Creative Director, Ogilvy South, India, said, "In our 'always on' lives, where digital devices compete with our loved ones for attention, relationships are the first casualty. It was important for Titan, arguably the time keeper of the country, to articulate a point of view on this growing social phenomenon. Gifting time, as a thought, is as beautiful as the act itself. In the context of Diwali, when Indians come together to celebrate, no matter where they are, the message of gifting time becomes all the more relevant.”

The TVC:

[youtube]https://www.youtube.com/watch?v=-9ATbNuiOhM[/youtube]

Credits:

Creative Agency: Ogilvy & Mather

Executive Creative Director: Joono Simon

Senior Creative Director: Shamik Sen Gupta

Account Planning: Sreenesh Bhat, Susan Mathen

Account Management: Tithi Ghosh, Sindhu Menon, Akshatha Poojari

Agency producer: Rajib Baruah

Director: Shujaat Saudagar

Producer: Ashit Ghelani

Music: Clinton Cerejo

Production House: Boot Polissh Films

Media Planning: Maxus

Info@BestMediaInfo.com

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