Titan invites youth to get 'tagged'

Watch the ad film created by Ogilvy & Mather

Apr 05, 2013 01:47:00 PM | Video | Campaign India Team

Tagging friends and family on social media is the flavour of the season and watches major Titan Industries wants to explore just that. The company has developed a TVC on the theme of ‘tagging’, targeting youth starting their careers.

The TVC has been created by Ogilvy & Mather went on air on 3 April.

The commercial is based on the insight that young people like to stay connected, do things together and share their special moments with their loved ones. The film takes the social media activity of tagging one and their friends and extends it to the physical world – quite literally.

The film shot in Madrid opens with a young woman riding a scooter. She enters a narrow alley, spots a young man seated in a car and literally tags herself with him by joining their Titan watches. And thus begins a whirlwind of vignettes. A couple is shown painting a canvas together on the terrace of a building, enjoying a drink together at a bar, and so on. The film shifts to a young boy walking down the street suspicious of the other boys standing around him. He hides his hands behind him fearing the tag begins to run. The last instance shows a young girl at a party tagging herself with a friend. She then pulls her friend into the swimming pool and they both enjoy the swim. The TVC ends with a voice over saying 'Get tagged by Titan'. 

On the TVC, Ajoy Chawla, vice-president, Titan Industries Limited said, “Tagged by Titan is an attempt to capture the fascination of the young professional by using the social phenomenon of ‘tagging’. The film has used our products in a very interesting manner to build on this insight. Titan watches in this commercial are seen being used as a hook to bring together like minded individuals to share special moments.”

Joono Simon, executive creative director, Ogilvy & Mather, South, said,, “The Titan film ‘Tagged’, taps into the collective spirit of the young and their need to be a part of something greater than themselves, to set off a game of offline ‘tagging’.”

He further added, “The act of ‘tagging’ has certain virality to it and we’d be happy to see young people ‘tagging’ themselves in real life, much like the characters do in the commercial.”


Client: Titan Industries
Brand Manager: Karthik Y
Creative agency: Ogilvy & Mather, Bengaluru
Executive creative director: Joono Simon
Senior creative director: Shamik Sen Gupta
Media Planning: Maxus Global
Production house: Bang Bang Films
Director: Anders Forsman