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

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