Ogilvy & Mather Advertising Bangalore launches campaign for Titan’s New Collection – Celestial Time
Titan has unveiled its new collection of moon phase watches – Celestial Time. It is targeted towards confident and ambitious young men who are eager to make their mark in the corporate world.
Titan recognises that equations and relationship dynamics in the workplace are rapidly evolving and this change is driven by the new breed of entrepreneurial minded men. The brand has always reflected changes in society and this campaign is no different. In this ever changing world only those who are really confident can navigate the changes and get ahead. And they don’t hesitate or back down from redefining hierarchies.
The film opens on a young, successful entrepreneur meeting his ex-boss in a restaurant. Over a friendly conversation, the ex-boss appreciates his meteoric rise and then enquires whether he has found a suitable CEO for his company. The young entrepreneur replies in the affirmative but says he’s unsure of how to make an offer for the post. The ex-boss says it’s no big deal, all he has to do is just say the words “You’re the guy for the job.”
Encouraged by this, the young man looks at his Titan Moon phase watch and surprises his ex-boss by offering him the job. Taken aback, the ex-boss takes a beat and finally accepts the offer by shaking hands in disbelief. The film ends with a glorious product shot and the voice-over: Titan Celestial Time. Your time has come.
Steve Hough, Executive Creative Director, O&M Advertising South: India is home to a rapidly growing number of entrepreneurs. More and more people are setting up new businesses because they believe it’s time to do things their own way. We wanted to weave this in a story that would reflect the values of the brand in a very honest, charming and an intimate way.
Rajan Amba, GM-Titan, Titan Company Limited: At Titan, we aim to be current in our communication by constantly taking insight from what is happening in the environment around us. The past one year has seen a startup boom which is reflected in every corner of the country. We have been witness to the realization of many dreams in the last couple of years, from a working generation that is brimming with talent. The latest film from Titan reflects this can-do, gutsy, sky-is-the-limit mentality of this generation today and presents the Celestial Time collection reminding them and us all, that their time has truly come. With this film, we are raising a toast to this generation’s desire to reach for the moon and the stars, while encouraging people to turn the tide and embrace their time.
Conceptualised by O&M Advertising Bangalore, the film stars two critically acclaimed Bollywood actors – Rajkumar Rao and Asif Basra. The campaign will be supported with print and outdoor as well.
Created by Ogilvy & Mather Advertising
National Creative Director: Rajiv Rao
Executive Creative Director: Steven Hough
Senior Creative Director: Anoop Sathyanand
Associate Creative Director: Deepesh Rajani
Account Management: Tithi Ghosh, Sindhu Menon, Akshatha Poojari
Planning: Sreenesh Bhat, Susan Mathen
Agency Producer: Rajib Baruah
Production House: Curious
Director: Vivek Kakkad
Producer: Shahzad Bhagwagar
Music: Abhishek Arora
Cast: Rajkumar Rao, Asif Basra
Media Agency: Maxus