I am an admirer of Titan as a brand and its products. Quality of product, durability, and service is a major reason why it holds more than 45% of the market share in India. But apart from that, it has been making amazing campaigns over the period of time as well. The beautiful creation of the Titan tune and presenting it in The Joy of Giving video is one that deserves appreciation. Titan stood up with social messages when many brands were reluctant to talk about it. #HerLifeHerChoice is one fine example of that. It had a couple of videos where women talk about taking steps according to their choices which is considered bold in our society. Last year, on the occasion of women’s day #FauntYourFlaw campaign came out, which was appealing as well. Titan doesn’t only talk about women. It talks about men too. #LetsUncolour and #BeASport campaigns speak about men and masculinity as a concept misunderstood and followed. Most of the campaigns that Titan makes are small-time ones. But I don’t think it has ever failed to impress me.
The recent campaign that I came across by Titan was #LetsGetIndiaTicking and I would like to talk about that today. It was launched in the social media in the form of a video. It started with portraying a young girl who is present at a Titan Showroom to buy a watch for her birthday. It encompasses various shots of the elements of economy getting into motion: from shutter opening, barcode scanning, auto meter being set, tea being poured to machines working, flights running and newspaper being printed. I love how the various emotions are beautifully combined in those shots and come out together as the Titan tune. The video ends it calling the sounds as the heartbeat of the nation, which seems justified.
The primary motive of the campaign was to ask the people to go out and shop to revive the economy, which is in a terrible condition now. If the economy does not revive, we will have darker days in the future. Titan has asked other industries and individuals to join it in this. It is my favuorite recent campaign because the articulation is wonderful and not many brands talk about something serious like the economy in this way, which is very important right now. It has gotten support from society and the industry.
This blog post originally appeared on Sourav Kanungo’s blog: souravkanungo.blogspot.com
Sourav Kanungo is a student of Class of 2021 at SCoRe. He hails from the Silver city Cuttack and holds a BA-Journalism and Mass Communication (Honours) degree from BGU. A NCC RDC Cadet, he likes to produce documentaries, follows current affairs and has an interest in politics and the judiciary. He loves nature and wishes to do more to save the environment. She can be reached at @sourav_kanungo on Twitter, and as Sourav Kanungo on LinkedIn.