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‘Feel the Speed’ with Titan Octane

Conceptualised by Ogilvy & Mather, the new ad film aims at young and energetic men who like sporty watches and who chase challenges and live life on the fast lane

BestMediaInfo Bureau | Mumbai | June 17, 2016

Feel-the-Speed-Titan-Octane Click on the image to watch the TVC.

Conceptualised by Ogilvy & Mather, Bangalore, Titan Octane aired its latest 45-second ad film on June 13, 2016. The ad film speaks to the generation of men who chase challenges and live on the fast lane. The production house for the commercial is Storytellers.

The new campaign positions Octane as a watch that embodies the sporty and energetic side of the modern Indian male, and brings alive the core thought of ‘Speed’ in a thrilling and unexpected manner. The ad film is a bit different from the regular watch ads. It has a lot of graphics and appeal to the younger generation.

Sirish-Chandrashekar Sirish Chandrashekar

Sharing his thoughts on the campaign, Sirish Chandrashekar, Head of Marketing, Titan Watches, said, “The task is to position Octane as a sub-brand with a personality that is distinct from Titan. It draws its personality from product attributes -- bold, chunky, heavy and metallic. The ad brings alive this aggressive and physical persona of Octane in a clutter-breaking manner.”

Azazul Haque Azazul Haque

Azazul Haque, Executive Creative Director, Ogilvy Bangalore, said, “The idea is to position Octane as a brand of watches from Titan with edgy new age features. The brief was to make the product, the hero. So we thought of the story of an exciting chase between the watch and the wearer. Brand Octane will be edgy, new age, younger and product centric. It's an interesting shift from the tonality of Brand Titan. The attempt is to make Octane a brand of watches for those who want tech-heavy, feature-loaded watches.”

The campaign film features a man racing down the street in his sports car, when he catches the attention of an intelligent being. A thrilling chase ensues through cityscapes and scenic countryside, with the man managing to stay just out of the being’s reach. Finally, the being catches up with the man as he is speeding down a street, and in a thrilling finish it transforms into a sporty Octane watch. The ad film ends with the Titan tune and the tagline ‘Feel the Speed’.

The TVC will be shown on television, digital platform and cinema halls. The campaign will also be promoted on the print and outdoor mediums too.

The TVC:

[youtube]https://www.youtube.com/watch?v=VNC0nkrrkFA[/youtube]

CREDITS:

Agency: Ogilvy & Mather, Bangalore

National Creative Director: Rajiv Rao

Executive Creative Director: Azazul Haque & Mahesh Gharat

Senior Vice President and Head of Advertising – South: Tithi Ghosh

Senior Creative Director: Muki Sablania

Associate Creative Director: Deepak Thammaiah

Account Management: Sindhu Menon, Akshatha Poojari, Shivani Agarwal

Planning: Sreenesh Bhat, Easo John

Agency Producer: Rajib Baruah

Production House: Storytellers

Director: Arun Gopalan

Producer: Zina Khan

Executive Producer: Prasad Shetty

Director of Photography: Tom

Music: Ashutosh Pathak

Cast: Krishna Chaturvedi

Post Production Head: Rohan Sharma

Media Agency: Maxus

Info@BestMediaInfo.com

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