Fossil launched its first television commercial (TVC) in India announcing the launch of its Gen 3 smartwatches.
The digital films accentuate four key features - activity tracker, customisable dials, selfie and notifications in a quirky yet light hearted manner. The films successfully carry forth the Fossil Q language of being sleek, sophisticated, trendy and urban. Created from the overarching #FossilFirst campaign, the visual appeal of the films are modern yet casual and is a true reflection of the urban population. Featuring brand ambassadors Varun Dhawan and Shruti Haasan, the essence of the films are brought to life effortlessly by Varun’s and Shruti’s BFF kind of a relation.
Conceptualised by Mullen Lintas, the films are directed by renowned director Tejal Patni with Prasad Naik creating magic with the stills.
Commenting on the launch of Fossil’s first ever TVC, Johnson Verghese, VP, Managing Director, Fossil India, said, “We are currently going through an exciting phase of growth. For the first ever time we have had the opportunity to associate with Bollywood celebrities like Varun and Shruti to help us narrate our story. The launch of Fossil Q Smartwatches represents the next generation of timepieces; through this launch we hope to push boundaries to include the next gen shopper! We are thrilled that the TVC has successfully managed to capture this essence.”
An integrated campaign across print, electronic and online media has been planned to promote the new commercials. The campaign is a true reflection of a younger mindset who want it all – sophistication, design and function. The films aim to make consumers and our brand ambassadors’ daily lives more efficient without compromising on their personal style.
Shriram Iyer, NCD, Mullen Lintas, said, “Most ads in the smartwatch category are extremely tech-y and with the product shown from every angle possible. The result: great product shots, very little soul. With FossilQ, we are telling a different story – that of the fun side of technology. The ads are quirky, but loaded with fashion and style. And very much rooted in the classic Fossil tone and imagery. Varun Dhawan and Shruti Hassan’s playful BFF-chemistry brings each feature of FossilQ alive.”
Creative Director: Sangeetha Sampath
VP and Business Head: Anil Nair
Director: Tejal Patni
Producer: Raman Lamba
Production House: Twism Design Productions