Titan is at it again and so is Aamir Khan. The watch major has launched a new collection called ‘Wall Street’, which is aimed at targeting the young professionals who have just started their careers or who have been working for about one to three years in the age group of 22 to 26 years.
The protagonist in the new advertisement, which is slated to hit the television screens on January 14, is once again the recently married Khan. The ad has been created by O&M and is produced by Sujit Sarkar’s Red Ice.
Elaborating on the new collection, Ajoy Chawla, Head of Business Unit, Titan Industries (watch division), said, “Today, there is a growing segment of customers who are young working professionals and when we researched, we found that there was a need gap in the sense that there are no watch offering targeting the office segment specifically. These professionals are looking for distinctive yet formal watches. Thus, with Wall Street we aim to fill in the need gap. And believe me, this is just the starting point, we will be launching many more watch lines.”
The new collection has been launched with 100 models for men and women, and are priced in the range of Rs 1,500 to Rs 3,900.
The TVC positions the watch as a definitive work wear watch. The collection is seen from the view point of Aamir, who although being the brand ambassador of Titan, is far removed from the world of corporates and hence, is not qualified to wear the Wall Street Collection.
But Aamir finds the collection so irresistible that even he undergoes a corporate makeover. He goes about converting an unused room in his house to look like a whole new workplace. Even the basis for selection of candidates for his mock workplace is the Titan Wall Street watch – setting the office space as the correct context within which to wear the Titan Wall Street watches. It is after all, the new work code.
Speaking on the creative process, Simi Sabhaney, Business Partner and Head of Advertising, O&M, said, “The basic idea ever since Titan launched itself on the platform of style check in 2000, has been to create the attitude of matching watches to the clothes. This is the first time that Titan has launched collections for office wear and it is also the first time that Aamir Khan has invested in a formal look for Titan ads. There are two executions of the new collection and the ads evoke a little smile and a laugh.”
A budget of Rs 2.5 crore has been marked for the new ad, which will cover the mass media, Internet and outdoor. The Internet will be used in a big way in communicating with the target audience of the Wall Street collection. Titan intends to run these new set of commercials till about February-end.