Campaign India Team
Jul 13, 2011

Titan gets Aamir Khan to “steal light” for HTSE watches

WATCH the TVC created by Ogilvy & Mather

wide player in 16:9 format. Used on article page for Campaign.

Titan has launched a collection of self energizing, light powered watches under the HTSE (High Tech Self Energized) series. A multimedia campaign has also been unveiled surrounding the launch. Ogilvy & Mather has worked on the television commercial, while Media2win has created the digital campaign which includes a ‘light-powered’ website as well as a Facebook app. 

Speaking at the launch, Ajoy Chawla, vice president, Titan said, “Today’s youth are techno savvy & self energized. The HTSE collection is a cool and flaunt-able accessory for this young guy. This light powered platform is an exciting development in the journey of brand ‘Titan’.”

In the TVC, Khan collects light in a bottle from various sources: at a party; the tail lights of a car; at a lighting store; inside a swimming pool; and from his wife/girlfriend’s phone. All this light goes to charge his new Titan HTSE watch, which runs on light.

On the creative thought behind the TVC, an Ogilvy spokesperson said, “How does one make technology warm, quirky and interesting? The creative idea is born from the thought that someone could be in love with light and creates something magnificent and unique from the various sources of light he encounters.”

As part of their digital campaign, Titan has created a dedicated website (Titanhtse.com) and launched an app called 'HTSE Wear a Watch'. The website and application reveals the range of watches after making the user power the page with light. Both, the website and application, requests users to switch on their webcams and point a source of light towards the webcam in order to gain further access. The agency has also thought about users accessing the website without a webcam, and has kept a light switch on the website which users can turn on. For users accessing the Facebook app, they will have to drop fireflies visible on the screen on the watch displayed in the background to power it up and explore further.  

 

 
R Unny, head of digital, Maxus said, "Titan HTSE gave us the opportunity to exploit the possibilities of technology in digital marketing. The key highlight is that we are able to communicate a key product functionality by making it experiential. And that it is first time in the World certainly makes us proud."
 
Sanchayeeta Verma, general manager, Maxus - South added, "The challenge was to demonstrate how HTSE has the technology that is truly pushing the envelope. And what could be a better way to do this than pushing the envelope on the digital space. Through this first of a kind initiative we wish to engage with the consumer and help them discover for themselves the uniqueness of our product."
 

Credits:

Client - Titan Watches
Creative Agency - Ogilvy & Mather, Bangalore
National creative director - Abhijit Avasthi, Rajiv Rao
Senior creative directors - Shamik Sen Gupta
Associate creative director - Satish Sethumadhavan
Copywriter - Satish Sethumadhavan
Account planning - Ramesh Kumar, Sreenesh Bhat
Account management - Tithi Ghosh, Sindhu Menon, Akshatha Poojari
Films- Rajib Baruah
Production house - Footcandles Film Pvt Limited
Director (of the film) - Vinil Mathew
Producer - Swadha Kulkarni
Art director - Sonal Sawant
Media agency – Maxus
Post-production Studio - Unified & Nolabel, Poland
Digital agency – Media2win

Source:
Campaign India