Titan has rolled out a campaign to promote their mechanical range of watches crafted with engineering methods. Conceptualised by Ogilvy South, the film aims to encourage viewers to be self-driven and re-construct the world around them.
The film showcases a countryside setting where a girl is riding a bicycle, the cycle starts to wobble and stop. A young man riding his bicycle crosses past her and reaches out to help her, finds a metal wire and tries to fix her bicycle. He fixes the girls bicycle by joining the front wheel of his bicycle with the back wheel of her's. The film closes with a shot of them cheerfully riding the newly joined bicycle followed by a zoomed shot of the mechanical watch.
Sirish Chandrashekar, marketing head, Titan Watches, said, “Mechanical watches as a cluster has been growing well for us in the premium watches segment. We’ve seen increased interest among younger consumers, for mechanical watches. Having arguably the best selection of mechanical watches across different looks we want to capitalize on this opportunity through a focused 360-degree marketing campaign.”
Mahesh Gharat, chief creative officer, Ogilvy South, added, “The mechanical watch is a self-driven piece of machinery. It needs no battery. A simple winding mechanism or just movement of the wrist makes this machine tick. This was our inspiration. The beauty of one thing leading to many, the opening up of a world of possibilities in elegant fashion.”
The film is rolled out on TV and on the brand's social media handles such as YouTube, Facebook, Twitter and Instagram.
Agency: Ogilvy Bangalore
Chief creative director: Mahesh Gharat, Kiran Anthony
Group creative director: Divya Bhatia
Associate creative director/ writer: Harshil Dhawan
Associate creative director/ art: Jaydhrit Sur
Account management: Akshatha Poojari, Anukriti Som, Arpita Sarkar
Planning: Siddhartha Mohanty
Agency producer: Nirvana Films
PR agency: AdfactorsPR
Production house: Nirvana Films
Director: Prakash Varma
Executive producer: Sneha Iype Varma
Producer: Nandini Gowda
Director of photography: Muhammed Rubais
Post supervisor: Suresh