Arati Rao
Jan 19, 2011

Titan targets the 20-something urban trendsetter through new campaign for Purple watches

WATCH the TVC created by O&M featuring Aamir Khan here

Titan targets the 20-something urban trendsetter through new campaign for Purple watches

The latest commercial for Titan's new sub-brand Purple sees brand ambassador Aamir Khan playing "the quintessential modern man". 

Watch the TVC created by Ogilvy & Mather Bangalore (story continues below)

In the commercial, Bollywood actor and model Jacqueline Fernandez plays a young woman who's been set up on a blind date with a guy named Sam, and is waiting to meet him at a club. As she finishes telling a friend this on the phone, she is approached by Khan, who says that he is Sam. When Fernandes asks why he isn't dressed in blue, like he said he would be, Khan responds, "Why? Don't you like surprises?" Intrigued, the young woman allows herself to be led to the dance floor, and as she dances with him, she asks him if he has any more surprises up his sleeve. Khan reveals with a laugh that he isn't Sam. Fernandes then retorts, "I know, he said he'd be here only by ten." She points to her watch and adds, "It's ten." It's Khan's turn to look surprised and then sheepish at the turn of events as she walks off saying, "Why, don't you like surprises?" The voiceover then says, "Devious designs. Purple by Titan."   

Speaking about the brief for the new campaign, Simi Sabhaney, president, Ogilvy & Mather, Bangalore, said, "The brief was to launch a new collection of fashion watches from Titan, targeting 25 year olds. This collection has been named ‘Purple’, as the word and the colour embodies fashion, deviousness and a brazen attitude, which is what these watches - as well as the 20-something urbanites they are targeting - are all about."

On the development of Khan's character for this campaign, she said, "The ‘Purple’ range is targeted at the 20-something urban trendsetters. They love the limelight and truly believe that life is a stage with them in the lead role, the end justifies the means and a little bit of playful manipulation along the way to achieving your desires never hurt anyone. This is the spirit that Purple endorses, and it is neatly encapsulated as 'devious designs' in the tagline. The same spirit comes through in the launch TVC, created by Ogilvy and produced by Corcoise Films. It features Aamir Khan, Titan's brand ambassador, joined for the first time by Jacqueline Fernandez. In it, Aamir Khan plays the quintessential modern man, for whom manipulating and getting manipulated is all part of the game. In a game of one-upmanship set in a happening night club, the film shows Aamir wooing Jacqueline by posing as her blind date; but in an interesting twist, it is Jacqueline who turns the tables, outsmarts him and leaves him in the lurch. And clearly, this is fun for them. Just like it is for Purple."

On the objective of the campaign, Suparna Mitra, global marketing head, Titan, added, "This being Titan’s foray into the fashion watches segment, the campaign needed to talk to the 25 year olds in their natural language and draw their attention to the watches. ‘Purple’ has to register with the audience and start owning deviousness and playful manipulation."  

While TV is the lead media, Purple is also being promoted through the Internet.

Credits:

Agency: Ogilvy & Mather

Creative:

Copywriter & associate creative director: Kunj Shah

Senior creative directors: Vipul Thakkar, Shamik Sengupta

Account Management:

Vice president – client services: Tithi Ghosh

Account director: Sindhu R Menon

Planning: 

Vice president – strategic planning: Ramesh Kumar

Planning director: Sreenesh Bhat

Films: Neha Kapoor

Production house: Corcoise Films

Producer: Cyrus Pagdiwala

Director: Prashant Issar

Cast in TVC: Aamir Khan, Jacqueline Fernandez

Source:
Campaign India

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