Titan has always kept pace with the times and come out with interesting television commercials. This time, too, the brand does not miss out on that element as it celebrates ‘Life is now’. The ad features the elegant Katrina Kaif, who is the new brand ambassador for the brand.
The TVC, made by Ogilvy & Mather, opens with Katrina getting an SMS from her friend saying that his flight has been cancelled and they should postpone their trip. However, Katrina, instead of calling off her plans, puts on her Titan Raga watch and heads to her mother’s place. And the mother-daughter duo take off on a spontaneous road trip. The music in the background plays “I don’t know where I’m going but I like the direction”. In the end the message comes across: Life is now!
Joono Simon, Executive Creative Director, Ogilvy & Mather, Bangalore, said, “The film portrays Katrina as a young, 21st century woman with an independent and impulsive spirit, who celebrates optimism with the courage to pursue her own happiness. The fictional narrative of the film is unpretentious, capturing all emotions faithfully and with striking simplicity.”
Ajoy Chwala, Vice-President, Titan, said, “Titan celebrates spontaneity, vibrancy and the free spiritedness of today’s youth. ‘Life is now’ captures the mood of today’s men and women who want to live every moment and share it with their loved ones.”
The campaign just does not give out a message that life is about living in the moment, but that one should make each moment count no matter what the circumstances. It also brings in a dash of freshness and the lively music at the end makes it another clutter-breaking TVC from the house of Titan. Overall, the TVC has been well executed and is successful in leaving a lasting impact.
Apart from the TVC, the company also plans to run this campaign on Internet and in cinema halls. The print campaign, on the other hand, features the buttery-skinned actress but is more about showcasing the recent collection rather than the messaging. As a result, the print ads are slightly different in approach.