Titan Eye Plus has launched a pan India campaign to showcases its fashionable Trendz collection of eye wear. The TVC created by Ogilvy & Mather went on air on 1 February and targets men and women in the age group of 20 to 45 years from the SEC A and B segments.
The brand’s previous campaign highlighted its proposition of being affordable. With the latest TVC, Titan aims to position itself as the affordable optician stocking trendy and latest eyewear.
The TVC starts with a middle aged man looking at the window display of a Titan Eye Plus store. He thinks out loud that he would be charged money to even look at the range. He then glances upon a pretty young woman trying on different spectacles inside the store. He walks in and starts trying out the eye wear on display. A salesman comes to his help and tells him that he is in the women's section. Moving to the men’s section, he tries out a pair and comments that they are comfortable. Snatching a few glances at the woman, he tries a few more and then selects one. On being handed the bill, he is pleasantly surprised - it’s not as expensive as he feared. The new Trendz collection has over 100 frames priced between Rs 995 and Rs 1995, we are informed through a voice over and super.
On the objective of the campaign, Joono Simon, executive creative director, Ogilvy and Mather, said, “Traditionally, Titan Eye Plus has appealed to the younger audience. They are in the exhibition phase of life and the product has always appealed to them. But the biggest problem was that older people had a price perception because of which they would prefer mom and pop stores. And we tried to correct the price perception with the previous communication. This time around, we wanted to not only handle this perception and also highlight the key features of Titan Eye Plus.”
On the film, he said, “We wanted to expand the reach and appeal to of the product to an older audience. Thus, the communication was more value oriented and normally such communication gets boring. But here, it is fun as there is a hint of flirtation with the young woman who walks in to the store. The TVC has been executed in an interesting fashion.”
Creative director: Joono Simon