Titan has come together with The India Today Group, with an aim to tap and celebrate the people who live Titan's 'Be More' philosophy. Both have jointly announced the 'Titan-India Today Be More Contest’ that looks at identifying people who may lead normal lives on one hand, but may be pursuing a completely different passion on the other. A print campaign, conceptualised by O&M, has also been rolled out to promote the contest.
Amit Akali and Malvika Mehra, group creative directors, O&M, spoke to Campaign India about the print campaign for the Titan-India Today 'Be More' contest. Akali said, "In 2008, Titan launched a brand campaign to introduce the thought – ‘Be More’. Now, in order to reach out to consumers, engage them and bring to life the thought of ‘Be More’, Titan has joined hands with the India Today Group to search for and celebrate people who live the ‘Be more’ life. The contest is a search for people who lead many lives in one life. Who, besides the work they do, pursue passions and excel at them. People who constantly keep discovering new sides of their personality."
Akali added that O&M's brief was to design a call for entries, to inform people about the contest, explain to them what it was about and motivate them to either nominate people they knew or even enter it themselves.
Speaking further about the campaign, Mehra said, "The ads had to clearly explain to people what the ‘Be More’ Contest’ and a ‘Be more’ personality is all about and of course motivate people to participate either by nominating people they knew or entering it themselves. The simplest way to do all of this was to bring people face to face with other, real ‘Be More’ Personalities. Thus, each double spread 'call for entry' ad brought to life one ‘Be More’ Personality and told his/her story both through striking visuals and well crafted copy."
"So one ad featured the CEO of a leading internet site who DJs on weekends.
"Another focused on a banker who is obsessed with chronicling history.
"While the third ad told the story about an event manager who’s an outdoor enthusiast and adventure sport expert," she said.
Explaining how the ad agency zeroed in on the three people that have been featured in the campaign, Akali said, "Both, Titan and Ogilvy have a large network of employees and associates. Both the organizations sent a mail to each of their employees and associates across India, explaining the idea and asking them to suggest people they knew who fit the bill. Hundreds of suggestions came in from which the client and the agency together shortlisted people who we thought would best personify the ‘Be more’ philosophy as well as make for good visuals and copy."
A panel of experts will shortlist six entries from all the entries. Next, India Today will feature these six entries and ask readers to vote for their favourite entries, after which, the shortlisted entries and the winner will be honoured at an event in addition to being featured in a special supplement.
Group creative directors: Amit Akali, Malvika Mehra
Senior creative director: Vipul Thakkar
Art director: Malvika Mehra, Vincent Vadakkan
Copywriter: Kunj Shah
Photographer: Vidura J Bahadur
Retouching: M V Gopinath
President, Advertising, Bangalore: Simmi Sabhaney (Head of Advertising)
Client servicing director: Tithi Ghosh
Account director: Smrithi Ramanujam
Account supervisor: Emily Chakraborty
Vice president - strategy planning: Ramesh Kumar
Planning director: Sreenesh Bhat
Media agency: Maxus/Vaishnavi