Over the years, we have seen many avatars of men. After gliding through an era of machos and metrosexuals, we're now in the age of the quintessential man - whose manliness is not defined by his physique and but his attitude.
So, the new film from the Titan Company introduces the audience to The Titan Man.
Designed and conceptualized by Ogilvy and Mather, the film opens to him getting ready for the night. The camera follows him through the night as he takes one last look at himself in the dressing mirror and puts on his Titan watch. He heads down the crowded streets, through a dim-lit subway, all the way to the hottest party in town. Never losing sight of his charm and enchanting smile, the camera makes its way with him through the lively kitchen of the club to its dance floor. The film closes with a knowing wink from The Titan Man telling that there's much more to him.
So, what makes The Titan Man tick? Some would say it's his confidence and some would say it's his dynamic nature. The ad shows that he is all these and more. He knows every hour, every minute and every second of every day, and the Titan watch on his wrist is his inspiration.
Sharing his thoughts on the campaign, Sirish Chandrasekhar, Head, Marketing, Titan Watches, Titan Company, says, "Titan has always looked at cultural and social trends with an alternative lens and the idea of the quintessential man is a very interesting take. There is a certain confidence that the new age man has. This confidence is emanating from his belief in himself and the fact that he knows he can make a difference."
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Tithi Ghosh, Senior Vice President and Head of Advertising, Ogilvy & Mather (South), adds "Titan watches are coveted fashion accessories and they are worn by men who have style and swagger. In this ad, we have focused on the cool head and exciting pace with which the modern Indian man lives his life outside of work. We hope the modern male audiences will connect with the confidence and style quotient of the Titan man."
The campaign will be supported with print and outdoor as well.
The brand has been known for its iconic ads for over two decades. Over the years, it has positioned itself as a gift, brand for women, for entrepreneurs, and a timeless device for people.
Celestial Time
Titan Raga
In 2015, the brand released an ad to promote its Celestial Time range that targeted young entrepreneurs. Prior to that, the brand released a campaign where a bunch of students created the legendary Titan tune from desk, books, and combs. The ad was themed around expressing gratitude for their professor who was then retiring. In one of its ad, it showcased how the brand is the choice for the modern independent woman.
Titan Company has brought about a paradigm shift in the Indian watch market when it introduced its futuristic quartz technology, complemented by international styling. It is the fifth largest integrated own brand watch manufacturer in the world. In addition to 'Titan' the watch brand, Titan Company has also built 'Tanishq' a jewellery brand over the past few years. Some of its other sub brands include Fastrack and Sonata. The company claims to have sold over 150 million watches world over and manufactures over 15 million watches every year. Titan Company has also brought international watch brands into the Indian market such as Tommy Hilfiger, FCUK, Timberland and Police along with Swiss made Xylys.
The brand' success story began in 1984 with a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation.
Source: http://www.adageindia.in/marketing/cmo-strategy/after-the-dynamic-entrepreneur-titans-introduces-the-quintessential-man/articleshow/49886164.cms
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