Titan sings the signature tune to redefine the 'Joy of Gifting'

The new ad from Titan aims to highlight the brand's popular theme music & celebrate the joy of gifting, while infusing warmth into the very moment a gift changes hands

e4m by Twishy
Updated: Dec 24, 2013 8:31 AM
Titan sings the signature tune to redefine the 'Joy of Gifting'

Titan, the iconic watch brand, has been synonymous with gifting. Echoing the familiar tune, Titan has made a comeback into the minds of consumers with a new campaign that redefines the joy of gifting. It aims to infuse warmth into the very moment a gift changes hands. The creative brief to the agency mandated that buyers look at the brand, and the original owner of the gifting platform, in a brand new light. It also aims to highlight the brand’s ever-so-popular theme music and celebrate the long-forgotten ‘Joy of Gifting’.

The television commercial has been conceptualised by Ogilvy India and showcases a playful and warm situation set in a college classroom. What initially appears to be routine mischief in an otherwise regular lecture turns into a heartening group effort by the students to thank their teacher. A rendition of Titan’s classic signature melody is recreated by the students by thumping on desks, classroom stationery and their own voices. While the teacher looks on, a student walks up to him and hands him a book. After flipping the pages, he finds a Titan watch embedded within the pages.

Speaking about this TVC, Rajan Amba, Global Marketing Head & 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.”

“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,” adds Piyush Pandey, Executive Chairman & National Creative Director, Ogilvy.

The message is supported by a wide range of watches across several collections; one for every kind of gifting moment, or relationship.

Watch the Titan ad here…

Will the Guru-shishya connection work?

Expert take
Nima DT Namchu, Creative Head & Executive Creative Director, Cheil Worldwide SW Asia remarked, “I think they should have set the story anywhere but in an educational institution, because it just reminds you of the Raymond’s Complete Man commercial, in which a bunch of school boys gift their old teacher some fine suit cloth while bidding him farewell. Anyway, I think a few teary-eyed students and colleagues of the old teacher would have made the quiet and strong ending even more impactful.”

He believes that the audience will definitely get the message and many will probably even go “Awwwwww!” when they watch it for the first time. “I am assuming this commercial has been timed to coincide with Christmas, the season of gifting. If that is the case, it might have helped to go with a story which revolved around families and friends coming together. Even if it was about separation, a Christmas ambience would have been great. But, I suspect they will also feel that this isn’t the best from Titan,” he added.

Our take
Titan is a brand that has been a part of almost everyone’s life at some point or the other. It is one of India’s most loved brands and each one us can recall the very familiar tune of Titan. The ad is based on an emotional territory of bidding adieu to a professor which is relatable and memorable. The whole idea of portraying the joy of gifting comes out very clearly through the ad.

At first, the ad resembles that of Airtel’s ‘Har ek friend’ because of the whole classroom setting and mischievous students. But, the brand comes alive as the students start recreating the signature tune of Titan. However, it also reminds us of Raymond’s farewell ad which has been etched in our minds forever. Titan has created iconic ads and this one is not as engaging as others but it will definitely connect with the audience and redefine the idea of gifting this Christmas and New Year.

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