In the latest endeavour, Titan launched a full blown marketing that is designed and conceptualized by Ogilvy and Mather in order to grab the consumer attention and market share. The brand launched two films that highlight the essential features of the smartwatch in a humorous way.
Sharing his inputs exclusively with IndianMediaBook, Sirish Chandrashekar, Marketing Head, Titan, said, “This is a strategic move by the brand where we continue to be relevant to the fast-evolving modern consumer and infuse energy into the brand.
The communication for Titan JUXT is sharply targeted at creative entrepreneurs, for whom social networks form a fundamental part of their lives – professional and personal. It is stunningly designed with its smart features enabling us to stay connected always.”
The campaign celebrates JUXT as an exemplary confluence of tradition and technology, with its stunning design and smart function. Starring Bollywood film director, screenwriter, and cinematographer Kabir Khan, singer and composer Pritam, and actor and comedian Vir Das.
The film shows Khan and Pritam waiting for Das at a restaurant. As they wonder what’s taking Das so long, they hear his voice in the background, narrating a story, and walk towards a table where Das is seated with four women. Khan asks him why didn’t he reply to his texts or answer calls. Das tells him that he didn’t get the time to look at his phone, ushering his friends away to their table.
As he searches for excuses, Khan takes out his phone and messages him. The message appears on his Titan JUXT smartwatch, leaving Das embarrassed. Das looks at his watch and says ‘Couldn’t you just be stunning’, as the features of the JUXT are introduced with the trademark Titan soundtrack.
The other film features Pritam in a tracksuit, preparing a sandwich for himself as Das and Khan walk in. When Khan then Pritam about his diet and how it’s working out, Pritam replies it’s going perfect. Pritam also reveals that he went for a jog, but his friends don’t believe him. Khan looks to reconfirm this on the activity tracker on Pritam’s watch, which shows only 20 steps. Das pulls the sandwich away from Pritam, as the singer and composer looks on. This film too ends with Pritam telling the watch ‘Couldn’t you just be stunning?’
Tithi Ghosh, SVP, Ogilvy & Mather South, said, “We have tried to leverage the quirky and interesting personalities of our three celebrities who dominate their respective creative fields in the making of this campaign.
They occupy many worlds at the same time and have truly high regard for craftsmanship and beauty. With subtle humour and genuine performances from Pritam, Kabir Khan and Vir Das both ads have a charm that is quintessentially Titan.”
With Titan JUXT one can get incoming call notifications as well as receive email and social media notifications on your smart watch. It allows one to get alerts right on their wrist. Users can also read text messages and get calendar and appointment reminders.
In addition, fitness conscious watch wearers can track the number of footsteps and activity levels over a daily, weekly and monthly time frame -similar to what a Fitbit does. The watch also offers automatic time zone adjustments. It can be charged in 1.5 hours and it has power reserve for five days.
Titan further plans to launch the smart watch in the U.S., Canada and the UK through the HP network.
