In A Far Cry From the Brand Story Titan Watches Introduces The Suave Titan Man

'The Titan Man' from Titan Watches is out to appeal to the cool, suave and confident millennials in its latest ad film, but is the brand deviating from its socially relevant communication

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When a brand defines its user, you know it has arrived. Titan Watches from the house of Tata, has defined ‘The Titan Man’ in its new ad film. So who’s ‘The Titan Man’? He is basically the cool, suave and confident guy who plays along with time. No matter what he’s into, the Titan Man never lets go his swag, confidence oozes from his very being all thanks to his faithful timekeeper – his Titan watch.

There’s much more to him and that’s for us to discover  in the new ad film conceptualized by Ogilvy & Mather Bengaluru. Described by a woman narrator, the 40-second spot introduces us to this man, while the camera and the narrator struggle to keep pace with him.

The film begins with this young man getting dressed for the evening, in his characteristic suaveness, because “he knows, that all eyes are on him” the narrator opens. He knows when the signal will turn green and when a lady needs help with her bags. He gets inside the hottest party in town, while others wait in the queue, his secret handshake being the key to his entry. He even knows at what time will the drummer’s hot girlfriend shoot him a suggestive glance!

All this ‘knowing’ comes from his Titan watch; the narrator confirms it in her sign off – “This man, he wears a Titan”.

 

The video uploaded on the brand’s YouTube channel has garnered over 91K views, and has clocked over 587K views on the brand’s Facebook video post till date.

Titan’s been using its social media pages to describe the Titan Man with visuals explaining how he deals with time. Shared content also contains links to the brand’s online shopping site.

The Titan Man – a deviation from the brand story?

This June, Titan Watches chose to salute the young entrepreneur in the ‘#YourTimeToStartup’ ad film featuring actor Raj Kumar Rao. Positioning the Titan Celestial Time Collection as a watch made for those who are destined to break the mould and chart new paths, the ad film weaved in a beautiful story around the spirit of entrepreneurship, mentoring and gratitude. The watch brand garnered a lot of appreciation on social media, given the country hearing new startup stories springing from every corner now.

Earlier in April, the watch brand made a strong women-centric statement in its campaign when it tried to answer the most pertinent question in the life of an Indian woman – When is the right time to get married? The ad campaign starring actress, Katrina Kaif offered the right time as “when you find someone who deserves your time”. Part of its ongoing campaign ‘Her Life Her Choices’ that celebrates women who live life by their own choices, this ad film generated far lesser positive sentiments on social media, despite it being timed well around Katrina’s impending wedding.

Last December, the brand managed to create a stir with its ‘Her Life Her Choices’ ad film featuring actress Nimrat Kaur as this confident woman who isn’t guilty about the career choices she has made. The December before that, it was ‘Farewell – joy of gifting‘ that became the talk of social media. A retiring professor is overcome with emotion after receiving a Titan watch from his students, with all of them desk thumping and making creative sounds to create the Titan signature tune.

Titan has always opted for a deeper, more meaningful message in its ad films. In comparison, the brand’s latest one on the ‘Titan Man’ looks quite displaced and deviating from the original brand story. It seems like a deliberate attempt to woo young men, from a watch brand that has been traditionally perceived to be heavy on societal trends. The ‘Titan Man’ speaks directly to the young men out there, while building aspiration for the brand. Cool, suave and confident millennials on the target.