Titan Eye’s new TVC brings in affordability positioning

Titan Eye’s new TVC brings in affordability positioning

Author | Shachi Tapiawala | Wednesday, Aug 22,2012 8:37 PM

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Titan Eye’s new TVC brings in affordability positioning

In an attempt to redefine the eyewear market in the country, Titan Eye Plus has launched a new TVC ‘The Bet’ that states that its products are more affordable, accessible and available. The TVC highlights the new affordability positioning of the brand with prominence.

The film is produced by Boot Polish Films, directed by Satish Sethumadhavan and executed by Ogilvy & Mather, Bangalore.

Speaking about the commercial, Vandana Bhalla, Head Marketing, Titan Eye Plus said, “Our new TVC is very entertaining while giving the right information and targets a wide segment of customers – from youngsters who have a single vision requirement as well as people above the age of 40 who need progressives. We have demonstrated this by showcasing a father-daughter in the storyline who have an interesting conversation by placing a bet on how affordable is Titan Eye Plus. The TVC cleverly positions Titan Eye Plus as an accessible store with offerings at affordable prices.”

“The entire campaign spend planned to market the TVC is Rs 5 crore,” added Bhalla. The brand further plans to engage its customers through TV, print, and digital media.

The communication brief given to the agency was to connect the brand with the masses. The film features a father-daughter duo shopping for eyewear at a Titan Eye Plus store where the father thinks of the place as a very expensive one. The daughter places a bet with her father on the price of eyewear who is ultimately surprised looking at the final sum of money being so less.

Joono Simon, Executive Creative Director, Ogilvy Bangalore said, “This an endearing story of a father and a daughter. The most important ingredient of the film is the playful chemistry between them. Extensive effort was taken to ensure that the casting was perfect for this kind of script. Using a familiar character actor to play the father's role ensured that the effect of the chemistry seamlessly transferred to the audience too. The production cost for the TVC was about Rs 70 lakh.”

This year will see lots of interesting and high impact launches from brand Titan, shared Ogilvy.

Experts speak:
KV Shridhar aka Pops, National Creative Director, Leo Burnett applauded the intent of the communication rating it 7 on a scale of 1 to 10. However, on creativity he ranked it at 5. He elaborated, “It is overall a good communication as teenagers need to ask permission from their parents before buying a particular product and parents always find things to be expensive. I would say it has developed brand connect with its consumer base, but the delivery of the TVC falls a little short when it comes to creativity.”

Raj Deepak Das, ECD, BBDO said: “The TVC according to me is a simple and straight visual presentation of the brief. There is not much creativity involved here but it is simple and nice. I would rate it at 4.5.”

Campaign credits
Client: Titan Eye Plus
Creative Agency: Ogilvy & Mather, Bangalore
National/Senior Creative Director: Abhijit Awasthi (NCD), Rajiv Rao (NCD), Joono Simon (ECD)
Production House: Boot Polish Films
Director of the film: Shujaat Saudagar
Art Director: Satish Sethumadhavan
Media Agency: Maxus

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