Titan Watches has launched a campaign to extend its brand proposition ‘The Joy of Gifting’, and brought back the brand’s signature tune for the same. The ad film conceptualised by Ogilvy & Mather will be seen on TV and digital media, and in cinemas. The campaign went on air on 10 November.
The film is set in a college classroom. Some of the students start thumping on the desk and making sounds using the stationery rhythmically, puzzling the aged professor. More groups of students stand up and start humming bit and parts of what turns out to be Titan’s signature tune. Soon, all the students in the room, and other professors who walk in, join the chorus. As the tune reaches its crescendo, a student walks up to him and hands him a gift book with ‘Farewell Prof.’ on the cover. He opens it to see pictures and notes celebrating the time he’s spent with them. As he tearfully flips the page, the chorus ends, and he finds a Titan watch with a ‘Thank you, Sir’ message. As he holds up the watch, the first notes of Titan’s theme music is heard from a piano. The film ends with the super: ‘Titan. The Joy of Gifting.’
Rajan Amba, global marketing head and product head, Titan Watches, said, "The new TVC rekindles an emotional bond that plays an important role in shaping our lives. Gifting is as much about receiving as it is about giving, and giving freely without expectations greatly increases the joy of giving. We have brought back the Titan tune in an emotional yet contemporary manner which is bound to bring back memories among an audience of all ages."
Piyush Pandey, executive chairman and creative director South Asia, Ogilvy & Mather India, added, “The new Titan campaign dovetails the introduction of more world class watches by Titan. The campaign explores deep human emotions associated with gifting. The first in the series is a tribute to the great Indian tradition of ‘Guru-Shishya’.”
Client: Titan Industries
Creative agency: Ogilvy & Mather
Director (film): Prakash Verma
Media agency: Maxus India