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New Titan TVC redefines the joy of spontaneous gifting

11-April-2014
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New Titan TVC redefines the joy of spontaneous gifting

Titan has launched a new chapter to The Joy of Gifting campaign - a TVC that celebrates the uniqueness of a moment when a gift changes hands. The television commercial created by Ogilvy & Mather takes place in a bustling outdoor luncheonamong a group of friends. The story follows a young man who is trying to propose to a young lady. Casually, albeit sincerely, the man asks the woman to marry her but doesn’t propose with a ring. The Titan’s signature tune starts playing in the background, and the girl puts her hand forward as an accepting gesture, suggesting that he should put an engagement ring on her finger. The manspontaneously takes out his Titan watch and ties it around her wrist. The creative brief to the agency stated that buyers look at brand Titan, the original owner of the gifting platform, in a brand new light.

Piyush Pandey, Executive Chairman and Creative Director, South Asia, Ogilvy & Mather, said, “Titan is a role model for today’s youth. This commercial captures today’s life layered with the music that is emotionally owned by Titan now. It builds on Titan’s gifting idea and adds a new layer of commitment which Titan has always stood for. I enjoyed working on this commercial and my team and Prakash Varma’s team have delivered beyond my expectation.”

Joono Simon, Executive Creative Director, Ogilvy & Mather, said, “While gifting as a notion is central to this commercial, it also reminds us that life’s best moments are as spontaneous as they are fleeting. Every ticking second is filled with possibilities and it’s delightful to see how human emotion can immortalise these fleeting moments.”

The television commercial is produced by Nirvana Films and directed by Prakash Varma.

Will you accept a watch over an engagement ring?

Expert take
Raghu Bhat, Founder Director Scarecrow Communications, said, “The ad portrays a modern setting- the kind of leisurely family luncheon you have seen in Italian or French movies.The act of a man proposing to a woman has been given a twist where a watch takes the place of a ring. While this is innovative, it is debatable whether this will ring an emotional chord with women universally. The production values are top class as befits a Titan ad.”

Our take
Titan has alwaysredefined the joy of gifting through its brilliant products and unique campaigns. The new campaign celebrates the uniqueness of a moment when a gift changes hands and portrays a sweet wedding proposal in a new light. The idea of using a watch as an engagement ring is innovative and catchy. The product is portrayed in a perfect light through this unique execution. The ad has a perfect blend of emotions, characters, setting and the kind of moment that makes a gift really special.
The colourful, modern and peppy setting adds to the richness of the ad. The insight behind the ad is very powerful and will resonate with the viewers especially the improvised wedding ring. The spontaneity of the man in tying a Titan watch around the lady’s wrist will leave a smile on every girl’s face. So don’t be surprised if your lady asks for a watch over a ring at your engagement.

Watch the ad here:

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