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Titan Eye Plus expands TG to attract older consumers with latest campaign

28-August-2013
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Titan Eye Plus expands TG to attract older consumers with latest campaign

Bridging the emotional distance that the older consumer has towards the brand, Titan Eye Plus has launched a commercial for the new affordable collection of frames titled ‘Flair’, specially designed for the wearers of bifocal and progressive lenses. Titan Eye Plus is popular among the younger consumer but the bulk of the category which is the 40+ believes that the brand is expensive and made for younger and stylish people. Hence, the idea is to make the older people feel that Titan spectacles can make them feel young again at an affordable price range.

The age of 40 is a point of inflection for most people when it comes to the eyewear category as many enter the category at this age. Most of them have huge discomfort with acknowledging the need for spectacles. As a result, there is a tendency to feel that age has caught up with them and they are no longer young. They desire to make significant changes in core aspects of day-to-day life or situation, such as in career, work-life balance, marriage, romantic relationships, large expenditures, or physical appearance. Hence, the brand wants those consumers to redefine themselves through the affordable and stylish range of Titan Eye Plus.

The TVC opens in a Titan Eye Plus store where a middle-aged man is shown trying the spectacles. He takes up a pair and gets a compliment of ‘looking young’ by his wife. The wife gets envious as she spent money in the parlour to look young and the husband tells her that she is only young at heart. They exchange conversations and finally the wife decides that she also wants a pair. The wife gets a pair of sunglasses for her and they happily go out for coffee.

Ravi Kant, CEO, Eyewear Division, Titan Industries said, “We expect the new TVC campaign to get an extremely positive response from the consumers in the 40 years+ age group. Our research has revealed that many people in this age group face a sense of anxiety especially with regard to their looks and a first time user of spectacles may experience a further loss of youthfulness! There is a significant percentage of people in this segment who may even postpone the use of spectacles fearing this. Titan Eye+ has drawn on this insight and seeks to provide this consumer group stylish and yet comfortable products which would in fact complement their looks. Our new TVC communicates this aptly and drives the message to this consumer segment which looks for that extra bit in the products.”

On the idea behind the ad, Joono Simon, Executive Creative Director, Ogilvy & Mather said, “The race against age starts when a person enters into his thirties. And it progressively gets closer, catching up as you make a turn to the forties. In this context, a woman’s insecurity about her partner looking younger than her is a universal insight that we thought we could tap into. In this commercial, we explore the very same aspect of a modern day relationship between a charming couple who share a wonderful chemistry between them. Though at the core of it the film is very rational about price, range, etc. The story telling takes away the rough edges to make it very endearing.”

The campaign will be supported through TV, print, outdoor and digital media.

How youthful is the campaign?
Expert take

Vishal Mittal, Senior CD, Dentsu Marcom said, “I quite like the ad. The casting is nice. Performances are good. Good chemistry too. I like the way it’s been written (maybe except for the first few seconds). The insight is nothing new. But the way it’s been delivered is nice and charming. In short the ad is simple, sweet and clear.”

Our take:
Riding on the popular saying, ‘You are never too old to become young’, Ogilvy has crafted a simple yet charming commercial for Titan Eye Plus. The brand has picked up a good idea to make older people feel that Titan spectacles can make them young again at an affordable price range. The affordable price mantra comes out really well when the husband says that the specs are cheaper than his wife’s make-over from the parlour.

The brand has hit the bull’s eye by understanding that people in this age group become very conscious, especially with regard to their looks and postpone the use of spectacles. Providing stylish looks through Titan Eye Plus will possibly help in attracting the target group. A woman’s insecurity about her partner looking younger has been beautifully portrayed through the ad.
The ad is entertaining because of the lovely chemistry between the couple. The characters chosen are also quite apt and have played their roles very well.

So the question is ‘Will this ad drive value conscious middle class consumers who buy spectacles from Mom n Pop opticians to Titan Eye Plus?

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