The latest campaign by Titan, conceptualised by Ogilvy & Mather, is a tribute to the dynamic man who has the courage it takes to drive a dream to success
BestMediaInfo Bureau | Delhi | June 9, 2015
Titan has unveiled its new collection of moon phase watches – Celestial Time. The range is targeted towards confident and ambitious young men who are eager to make their mark in the corporate world and this is brought to life in the latest film from the brand. The TVC has been created by Ogilvy & Mather, Bangalore.
Equations and relationship dynamics in the workplace are rapidly evolving and this change is driven by the new breed of entrepreneurial-minded men. In this ever changing world, only those who are really confident can navigate the changes and get ahead. And they don’t hesitate or back down from redefining hierarchies.
The film opens in a restaurant with a young, successful entrepreneur meeting his ex-boss. Over a friendly conversation, the ex-boss appreciates his meteoric rise and then enquires whether he’s found a suitable CEO for his company. The young entrepreneur says he has someone in mind but is unsure of how to make an offer for the post. His ex-boss says it’s no big deal, all he has to do is go up to the person and say “You’re the guy for the job”. The young man looks down at his treasured Titan Celestial Time watch and gathers the confidence to look at his ex-boss and tell him, “You’re the guy for the job”. This catches the senior gentlemen by surprise and he finally accepts the offer by shaking hands in disbelief as he smiles with pride. The film ends with a shot of the Celestial Time watch and a resounding message: ‘Your time has come’.
Remarking on the thought behind the commercial, Rajan Amba, GM – Titan, Titan Company, said, “At Titan, we aim to be current in our communication by constantly taking insight from what is happening in the environment around us. The past one year has seen a start-up boom, which is reflected in every corner of the country. We have been witness to the realisation of many dreams in the last couple of years, from a working generation that is brimming with talent. The latest film from Titan reflects this can-do, gutsy, sky-is-the-limit mentality of this generation today and presents the Celestial Time collection reminding them and us all, that their time has truly come. With this film, we are raising a toast to this generation’s desire to reach for the moon and the stars, while encouraging people to turn the tide and embrace their time.”
Steve Hough, Executive Creative Director, Ogilvy and Mather, Bangalore, added here, “India is home to a rapidly growing number of entrepreneurs. More and more people are setting up new businesses because they believe it’s time to do things, their own way. We wanted to weave this in a story that would reflect the values of the brand in a very honest, charming and an intimate way.”
The film stars two critically acclaimed Bollywood actors – Rajkumar Rao and Asif Basra. The campaign will be supported with print and outdoor as well.
Creative agency: Ogilvy & Mather, Bangalore
Executive Chairman & Creative Director: Piyush Pandey
National Creative Director: Rajiv Rao
Executive Creative Director: Steven Hough
Senior Creative Director: Anoop Sathyanand
Associate Creative Director: Deepesh Rajani
Account Management: Tithi Ghosh, Sindhu Menon, Akshatha Poojari
Account Planning: Sreenesh Bhat, Susan Mathen
Agency Producer: Rajib Baruah
Production House: Curios
Director: Vivek Kakkad
Producer: Shahzad Bhagwagar
Music: Abhishek Arora