Titan JUXT underlines 'Smart' and 'Stunning' premise

Titan has rolled out its smartwatch range, JUXT, in partnership with HP. For the launch, two ad films concpetualised by Ogilvy & Mather featuring filmmaker Kabir Khan, music composer Pritam and comedian-actor Vir Das have gone on air. 

 

One film features Khan and Pritam waiting for Das at a restaurant. As they wonder what's taking Das so long, they hear his voice in the background, narrating a story, and walk towards a table where Das is seated with four women. Khan asks him why didn't he reply to his texts or answer calls. Das tells him that he didn't get the time to look at his phone, ushering his friends away to their table. As he searches for excuses, Khan takes out his phone and messages him. The message appears on his Titan JUXT smartwatch, leaving Das embarrassed. Das looks at his watch and says 'Couldn't you just be stunning', as the features of the JUXT are introduced with the trademark Titan soundtrack. 

 

  

The other film follows on similar lines. This one features Pritam in a tracksuit, preparing a sandwich for himself as Das and Khan walk in. When Khan then Pritam about his diet and how it's working out, Pritam replies it's going perfect. Pritam also reveals that he went for a jog, but his friends don't believe him. Khan looks to reconfirm this on the activity tracker on Pritam's watch, which shows only 20 steps. Das pulls the sandwich away from Pritam, as the singer and composer looks on. This film too ends with Pritam telling the watch 'Couldn't you just be stunning?'

 

Sirish Chandrashekar, marketing head, Titan, said, "Titan JUXT is a strategic move by the brand to continue to be relevant to the fast-evolving modern consumer and infuse energy into the brand. The communication is sharply targeted at creative entrepreneurs, for whom social networks form a fundamental part of their lives – professional and personal. The stunningly designed Titan JUXT with its smart features will enable them to stay connected always."

 

Tithi Ghosh, SVP, Ogilvy & Mather South, said, "We have tried to leverage the quirky and interesting personalities of our three celebrities who dominate their respective creative fields in the making of this campaign. They occupy many worlds at the same time and have truly high regard for craftsmanship and beauty. With subtle humour and genuine performances from Pritam, Kabir Khan and Vir Das both ads have a charm that is quintessentially Titan." 

 

Credits 

 

Client: Titan

Creative agency: Ogilvy & Mather, Bengaluru

National creative director: Rajiv Rao

SVP and head of advertising – South: Tithi Ghosh

Senior creative director: Muki Sablania

Creative team: Hemangi Chatterjee, Deepak Thammaiah, Nakul Sarin, Gururaj Biradar, Lavanya Singh

Account management: Sindhu Menon, Akshatha Poojari, Shivani Agarwal

Planning: Sreenesh Bhat, Shreyaa Rajan

Agency producer: Rajib Baruah

PR agency: Rediffusion/Edelman India

 

Production House: Apostrophe Films

Director (film): Koushik Sarkar

Executive producer: Hamesh

Associate producer: Debadrita Ghosh

Cinematographer: KU Mohanan

 

Music composer: R. Anandh

Production designer: Ajay Chodanker