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Ad Review: Titan takes obsession to a new level for Xylys

07-August-2010
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Ad Review: Titan takes obsession to a new level for Xylys

A man is usually mesmerised by women, gadgets or automobiles, but a watch? Titan attempts to change the rules of the game in the latest TVC for its premium brand – Xylys. The stylishly made ad shows a man getting helplessly possessed by his attractive watch that unconsciously changes the way he used to be – from wild and wacky to calm and composed.

Client: Titan Industries Ltd Brand: Xylys Agency: Rediffusion Y&R, Bangalore Medium: Television

The Brief:

The brief to the agency was to make the brand relate to the kind of impact Xylys has on its consumers. Mukund Kumar, Creative Head, Rediffusion Y&R, explained, “Post the launch of Xylys in 2006, the communication task was to sharpen the positioning of the brand. Through consumer research, it was found that the distinct design of the Xylys watches is what draws people to them. The communication needed to reflect the effect that the Xylys watches had on people who owned them.”

The Execution:

The ad projects the story of a man’s obsession with his Xylys watch and how he becomes sober after being helplessly driven towards it.

Suparna Mitra, Global Head - Marketing, Titan Watches, elaborated, “Following the successful launch of Xylys in 2006, we have decided to re-invigorate the brand and give it an imagery that will enable us to engage, entertain and connect with our consumers better. The new campaign communicates a simple story while reinforcing the brand’s enhanced positioning.”

She further said, “You see it all around you, people treating their bikes, cellphones, etc., as their sweethearts. I’ve even heard of a woman who married her laptop! That’s where the idea comes from.”

The Final Product:

The shows a young man, successful in life and having an active social life, leading his life in his own terms. The voiceover narrates the protagonist’s success story even as he is shown buying antique art. But all this changes once he enters a Titan showroom to buy a Xylys watch. He so falls in love with the watch that it gradually starts taking over him, turning him into a changed man, more laid back. So mesmerised is he with his Xylys watch that he is sent to a psycho-analyst to find out the reason behind his fascination and him behaving so out of character. Thereon, the narration puts forth the conclusion of the story in the form of the tagline: ‘You don’t possess a Xylys. It possesses you’.

Xpert Comments:

Vedobroto Roy, Creative Director, Cheil Worldwide, commented, “The story comes out well in a 60-seconder. I wonder what the 30-seconder will say. The production values are very good and so is the idea per se. But it isn’t convincing enough for a Titan Xylys. Imagination leads me to believe that it turns you into… what I would call… a sissy. You know, the huge, expensive painting is not ‘possessing’ him, but a Titan watch is. Possessed is good for a Tata Sierra… but for a slightly premium watch, the communication looks rather far-fetched and forgettable. Nice story, but a story, nonetheless.”

Our Take:

The elements in the ad are very well chosen and merge according to the mood and feel of the story. However, we wonder if the message would have come out more crisply had the duration of the ad film been shorter. Nonetheless, the tagline is nothing short of brilliant and brings out the aspiration level of Brand Xylys.

Tags Titan

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