Campaign India Team
Jun 03, 2014

Xylys inspires to create the 25th hour

Watch the ad film conceptualised by Famous Innovations here

Titan has rolled out a new campaign for its premium range of watches - Xylys. The campaign has been conceptualised by Famous Innovations and features brand ambassador Farhan Akhtar. 

Titled, 'Stay Inspired' the film opens with Akhtar getting ready to leave for work. It then cuts to his fitness regime. With appropriate shots to match, the voice over (by Akhtar), says, "Working 9-5, but first 5-9. Putting in a few hours more, for a few seconds less. Chewed up pencils, last night's take out bill. That time between dreaming and creating - where the 25th hour is made. And while the world may say there are only so many minutes in a day, there are few who know better." The film ends with a super that reads 'Stay Inspired' with a shot of a Xylys watch.

Raj Kamble, chief creative officer, Famous Innovations, said, “Today, we live our lives by the clock. Our idea tries to tell people to stop looking at their watch all the time and get truly immersed in their passions. It could be your new venture that you have been nursing for years or the book you are trying to truly craft. Sure, there are only 24 hours in a day. But the truth is, when you truly love something, you will find your 25th hour to make the time for it. Because it’s the 25th hour that will truly set you apart.”

Rajan Amba, global marketing and product head, Titan Company, said, “Xylys exemplifies the legendary finesse of Swiss watchmaking and the brand mirrors the zeal to create perfection. Today is the time for entrepreneurship in India. We wanted to capture the entrepreneur's mind - he who is always inspired and always makes time to follow his passion. We asked ourselves, what is the energy that keeps him ticking? That's where this idea was born. Stay Inspired is a big idea and connects the emotions of the brand with those of the TG perfectly. Xylys, as an entry-level premium Swiss watch, is the perfect everyday companion for the '25th hour' guy as he pursues his dreams. It's that little daily dose of inspiration that helps him Stay Inspired.”

Along with this film, the campaign will also consist of digital, print and outdoor.


Client: Xylys (Titan Industries)
Creative agency: Famous Innovations
Creative team: Raj Kamble, Priti Kapur, Hayden Scott, Tushar Waghmare
Planning: Arun Raman
Films executive: Khushnaaz Jamshedji
Director: Bharat Sikka
Production house: Flying Pigs
Producers: Salil khurana, Govind agrawal, Suhana Sharma
DOP: Ari Willey
Music director: Tarun Shahani and Vinayak Manohar
Line producer: Raj Hate
Post producer: Aseem


Campaign India

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