MUMBAI: Titan Company’s new moon phase watches - Celestial Time - will see versatile actor Raj Kumar Rao featuring in the ad campaign.
Titan Company watches and accessories CEO H G Raghunath along with Rao unveiled the collection.
The ad shows Rao as a young, successful entrepreneur meeting his ex-boss. Through their conversation, we learn of the young entrepreneur’s success streak and that he is looking for a CEO for his company. The young entrepreneur says he has someone in mind but is unsure of how to make an offer for the post. His ex-boss says it’s no big deal; all he has to do is go up to the person and say, “You’re the guy for the job.”
The young man looks down at his treasured Titan Celestial Time watch and gathers the confidence to look at his ex-boss and tell him - “You’re the guy for the job,” taking the senior gentleman by surprise. The film ends with a splendid shot of the Celestial Time watch and a resounding message: Your time has come.
Remarking on the thought behind the commercial, Titan Company general manager - Titan Rajan Amba says, “The new ad immediately strikes the core idea behind Titan's new range of moon phase watches. It is carved for young men in their twenties, who dare to be creative and start their own business, who raise multi million dollar funds through their start ups. This watch embodies that spirits and the Rajkumar’s character in the ad film is the representative of these young CEOs and entrepreneurs.”
According to Amba, the total spends on the ad campaign was around Rs 10 - 13 crore.
Conceptualised by Ogilvy and Mather, the 70 second ad was directed by Vivek Kakkar, a close friend of Rao under the production house Curios.
“India is home to a rapidly growing number of entrepreneurs. 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,” says Ogilvy and Mather Bangalore executive creative director Steve Hough, reiterating Amba’s words.
With a price ranging between Rs 12,000 - 14,000, Celestial Time is expected to be crucial to Titan plan of premiumisation of the brand. Powered by Titan’s state of the art technology in coming up with their own patent of moon phase dial, the watch didn’t fail to live up to the ad campaign’s hype.
