Campaign India Team
Oct 10, 2014

Titan embeds itself into a timeless message, urges 'gift of time' for loved ones

Watch the ad film conceptualised by Ogilvy & Mather

Titan has launched its commercial for the festive season. The film conceptualised by Ogilvy & Mather stars Bollywood actor Kalki Koechlin and Telugu actor Akhil Akkineni.
 
Set against the night sky in (what seems like) Paris, it features Koechlin gazing at the horizon from her terrace, smiling at a family celebrating Diwali nearby. The Eiffel Tower shines bright in the backdrop. Her smile is soon replaced by a look of concern. Her companion, Akkineni, joins her on the roof top, greets her, and notices the celebrations nearby. He proceeds to click a picture of it on his mobile, but soon turns to click her picture. Miffed, Koechlin asks him what she must do to get his undivided attention. The lovers' exchange that follows sees Akkineni saying it was her who gifted the phone. That sets up the entry for Titan. Asking him if he would give her his time if she were to gift him 'time', she slips a watch onto his wrist. Moved, he says, 'Yes'. The film ends urging viewers to give their loved ones the gift of time this Diwali.         
 
Rajan Amba, GM - Titan brand, Titan Company, said, “Over the years, the Titan brand and the product have become synonymous with gifting. No other brand in this space or any other category offers the versatility, the ease and the satisfaction that the gift of a Titan provides to the giver and the receiver. And as a brand we have always tried, through our communication, to be reflective of the times. Therefore, it was only natural that in today's age of information overload and being ever-connected, that we remind people in this holiday season that there is nothing more precious and more satisfying than the gift of time to your loved ones. A message, we believe, finds best resonance when said by Titan.”
 
Joono Simon, ECD, Ogilvy South (India), added, "In our 'always on' lives where digital devices compete with our loved ones for attention, relationships are the first casualty. It was important for Titan - arguably, the time keeper of the country, to articulate a point of view on this growing social phenomenon. 'Gifting time' as a thought is as beautiful as the act itself. In the context of Diwali when Indians come together to celebrate, no matter where they are, the message of 'gifting time' becomes all the more relevant."
 
Credits
 
Client: Titan
Creative agency: Ogilvy & Mather
Executive creative director: Joono Simon
Senior creative director: Shamik Sen Gupta
Copywriter: Shamik Sen Gupta
Account planning: Sreenesh Bhat, Susan Mathen
Account management: Tithi Ghosh, Sindhu Menon, Akshatha Poojari
Agency producer: Rajib Baruah
Production House: Boot Polissh Films
Director (film): Shujaat Saudagar
Producer: Ashit Ghelani
Music: Clinton Cerejo
Media Planning: Maxus
Exposure (mediums used): TV/Digital/Cinema
Source:
Campaign India

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