Bangalore: The year 2020 has nudged the world to priorities the values of community and enhanced empathy towards each other. Titan believes this mass movement of coming together in the hour of need, leaving self-interest aside is one that deserves recognition and celebration.
Inline this with this emotion, Titan launched a symbolic special edition set of watches where the dial has a circular design represented by people coming together – showing solidarity.
The communication is aligned with the current consumer sentiments and helps to bring out the larger cause of celebrating human compassion and solidarity.
Mahesh Gharat, CCO Ogilvy India (South): “When Titan told us about their initiative to create a special watch as a tribute to everyone who helped fight the second wave, we knew it deserved different communication. The film showcases the interconnectedness of humanity. It is meant to serve as a reminder to us all that when people come together, they become invincible.”
Sirish Chandrashekhar, Marketing Head, Titan: “At Titan India, each watch is designed with a unique purpose. The Solidarity collection is a tribute to the people who stood by others in their hour of need. It celebrates the human spirit of solidarity, that triumphed all odds to bring hope in bleak times. So, it was only fitting that we do our bit too. Built on the above ethos, these watches are made with recycled metal and vegan straps, making it a timeless piece for the social and ecologically conscious. To further this initiative, we have ensured that all proceeds go to the Taj Public Welfare Trust.”
CREDITS
Created By: Ogilvy, Bangalore
Chief Creative Officer, Ogilvy India: Kainaz Karmakar & Harshad Rajadhyaksha
Chief Creative Officer, Ogilvy South: Mahesh Gharat & Kiran Anthony
GCD & Scriptwriter: Divya Bhatia
Art, Animation Illustration: Dheeraj, Nithin, Subhabrata Bose, and Jaydhrit Sur
Managing Partner, South: Tithi Ghosh
Vice President: Akshatha Poojari
Account Management: Anukriti Som, Arpita Sarkar
Planning: Anirban Roy, Siddharth Mohanty, Aesha Das
