Proud owner takes offence to Titan Juxt Pro being termed a 'watch'

Watch the ad film conceptualised by Ogilvy & Mather here

Aug 22, 2016 04:46:00 AM | Video | Campaign India Team

Titan recently launched out a smart watch, Juxt Pro. A TVC conceptualised by Ogilvy & Mather has been rolled out for the same.

The film shows a man showcasing a presentation to his boss and colleague for the 'Beijing project'. They notice his watch. His boss complement him saying, 'nice watch'. The presenter is not pleased. Saying 'This is not a watch', he goes on to explain the features of the Titan Juxt Pro: 20 different dials, music, previewing pictures and reading e-mails. He repeats, 'This is not a watch', before going back to making the presentation. Just as he does, another colleague walks in and says 'nice watch', angering the presenter again. The film ends with the voice over introducing the smartwatch hat's 'Smarter - By Far' and its features.

Sirish Chandrashekar, marketing head, Titan Watches, said, “Today’s young Indian is obsessive about his technology. Titan Juxt Pro is the smartwatch that does it all – helps him manage his calls, messages, appointments, while also enabling his creative side through the unique features of controlling camera, storing and playing music etc. This film is single-minded in showcasing how loaded the watch is, in an endearing manner.”

Azazul Haque, ECD, Ogilvy & Mather, said, “Titan Juxt Pro is not just a product, it's an idea. So all we tried to do is present that idea in the simplest, yet insightful way. And we thought of the insight of how tech-lovers get offended when others do not know the value of their techy possessions. We kept the storytelling simple because we wanted to celebrate the Titan Juxt Pro – a product which is an idea and not just a watch."

The campaign also consists of digital, print and outdoor legs.

Credits

Client: Titan

Creative agency: Ogilvy & Mather, Bengaluru

National creative director: Rajiv Rao

Executive creative directors: Azazul Haque and Mahesh Gharat

Senior sreative director: Mukesh Kumar

Senior vice president and head of advertising – South: Tithi Ghosh

Account management: Sindhu Menon, Akshatha Poojari, Shivani Agarwal

Planning: Sreenesh Bhat, Easo John

Agency producer: Rajib Baruah

PR agency: Rediffusion/Edelman India