Why bring in the Titan man?
Titan has introduced the cool and suave Titan Man in its latest ad campaign. Reviewing the ad in ‘From Logo to IMPACT’ on Bloomberg TV India, Nima Namchu, Chief Creative Officer, Havas Worldwide questions why the brand had to suddenly create an entity like the Titan Man Reviewing the latest ad campaign by Titan titled ‘The Titan Man’ in Episode 35 of ‘From Logo to IMPACT’ on Bloomberg TV India, Nima Namchu, Chief Creative Officer, Havas Worldwide says that the ad made him question why Titan had to make an ad like this. “The first question I asked myself when I saw the commercial was, ‘Why are they making this film?’” On why he thought the brand needed to come out with an ad that was so different from whatever it has done before, Namchu says, “There must have been a lot of marketing issues at the client’s end or in the market to suddenly want to create a Titan Man, because all these years, we have never seen a Titan Man. There was always the Titan watch and they were all very well designed. I have worn a couple of Titan watches which are very nicely designed. I buy them because it’s a great brand and it’s Indian.” Talking about what works in favour of the TVC and what does not, Namchu adds, “The film is very well executed. The production values are fine, music is cool. Having said that, the ad was a tad reminiscent of the Heineken commercial. It was too faithful to the brief. It almost looked like the brief in motion. I am sure there was a reason for it but it came as a surprise to me that Titan had to do this commercial.” ABOUT THE CAMPAIGN The latest Titan ad about the Titan Man is different from most ads from the brand we have seen so far. It is an obvious diversion from the usual route that Titan ads take, that of delivering deep, touching messages with the help of simple ads and the familiar Titan tune. However, the latest ad has introduced a cool and suave man who knows how to go about in the world. With a female voice-over pronouncing “This man, he knows that all eyes are on him” right at the onset, we join this quintessential man as he goes about talking to people, helping women cross roads and attending the best parties in town. The ad ends with the narrator saying what makes this man so different from everybody else is his Titan watch. ABOUT THE SHOW Each week, the half-hour show ‘From Logo to IMPACT’, coproduced by exchange4media and Bloomberg TV India, brings together top CMOs, ad gurus and agency heads to provide an in-depth analysis of the hottest trends and news in the ad-media-marketing space. Its focus is on the new age economy and new entrants in the advertising space. The show is aired on Bloomberg TV India at 10.30 pm every Wednesday, with repeat telecasts at noon on Saturday and 6.00 pm on Sunday.
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