Bangalore: Titan Octane aired their latest ad film, speaking to the generation of men who chase challenges and live in the fast lane. The new campaign positions Octane as a watch that embodies the sporty and energetic side of the modern Indian male, and brings alive the core thought of ‘Speed’ in a thrilling and unexpected manner.
The campaign film features a man racing down the street in his sports car, when he catches the attention of an intelligent being. A thrilling chase ensues through cityscapes and scenic countryside, with the man managing to stay just out of the being’s reach. Finally, the being catches up with the man as he is speeding down a street, and in a thrilling finish it transforms into a sporty Octane watch.
Sharing his thoughts on the campaign, Sirish Chandrashekar, Head- Marketing, Titan Watches: The task is to position Octane as a sub-brand with a personality that is distinct from Titan. It draws its personality from product attributes – bold, chunky, heavy and metallic. The ad brings alive this aggressive and physical persona of Octane in a clutter-breaking manner.
Azazul Haque, Executive Creative Director, Ogilvy Bangalore: The idea is to position Octane as a brand of watches from Titan with edgy new age features. The brief was to make the product, the hero. So we thought of the story of an exciting chase between the watch and the wearer. Brand Octane will be edgy, new age, younger and product centric. It’s an interesting shift from the tonality of Brand Titan. The attempt is to make Octane a brand of watches for those who want tech-heavy, feature-loaded watches.
Embracing the sense of liberation and adrenaline rush that comes with this active lifestyle, Octane includes features like chronographs that measure time up to 1/10th of a second and tachymeter that can measure speed based on distance covered. The new ad film for Octane went live on air on 13th June 2016.
CREDITS:
Duration: 45 sec
Created by: Ogilvy & Mather, Bangalore
National Creative Director: Rajiv Rao
Executive Creative Director: Azazul Haque & Mahesh Gharat
Senior Vice President and Head of Advertising – South: Tithi Ghosh
Senior Creative Director: Muki Sablania
Associate Creative Director: Deepak Thammaiah
Account Management: Sindhu Menon, Akshatha Poojari, Shivani Agarwal
Planning: Sreenesh Bhat, Easo John
Agency Producer: Rajib Baruah
Production House: Storytellers
Director: Arun Gopalan
Producer: Zina Khan
Executive Producer: Prasad Shetty
Director of Photography: Tom
Music: Ashutosh Pathak
Cast: Krishna Chaturvedi
Post Production Head: Rohan Sharma
Media Agency: Maxus
Medium Used: TV, Digital, Cinema (Complimented by Print and Outdoor campaign)
Titan Octane TVC on YouTube here: https://www.youtube.com/watch?v=VNC0nkrrkFA
