Campaign: Smart is Now Stunning
Brand: Titan Juxt
Agency: Ogilvy & Mather
The ad kicks off with music composer Pritam in a tracksuit, preparing a sandwich for himself at his home when his friends, film director Kabir Khan and actor-comedian Vir Das, walk in. Engaging in some friendly banter, Khan asks Pritam about his diet to which the latter replies that it’s going fantastic and he even went jogging for five kilometres. With disbelief, the duo checks the activity tracker on his wristwatch which shows Pritam has walked only 20 steps, thus exposing his lie. Pritam cheekily addresses his watch, saying, “Couldn’t you just be stunning?”
Move over smartphones, it is now the era of the smartwatch. After the likes of Apple and Samsung, it is now traditional watchmaker Titan that has ventured into the smartwatch category by launching a range called Juxt, in partnership with HP. A tad bit off-track from its legacy of traditional, emotionally tugging advertisements, Titan attempts to present a confluence of tradition and technology in its new campaign, comprising two ad films with the same star cast. Both ads are presented in a humourous and casual way and make the viewer feel like a spectator to a typically boyish conversation, with each taking a dig at the other.
However, the main proposition of the range is brought out towards the end when one of the actors looks at the watch and cheekily states why couldn’t the watch just be stunning instead of having smart features, implying the watch is a combination of both. If one were to compare this ad attempt with Samsung’s recent TV commercial for its Gear S2 smartwatch, the former is a smart advertisement that plays on subtlety and humour, staying away from flashy product shots or foreign locales. On the other hand, the Samsung ad film is starkly different as it focusses only on the product features, with no story around it. A tech-heavy, slick product demo, so to speak.
But then again, Titan is positioning Juxt as a watch and not a gizmo, states Tithi Ghosh, SVP, Ogilvy & Mather South. “Our research showed while the early adopters would pick up technology related products, there is a large set of customers who look at watches as an accessory with design.”
The TVC, with a combination of familiar yet fresh endorser faces, brings novelty to the category. But while the TVC is smart in its presentation, the question to ask is, is it really stunning? We would say it is a typical Titan ad with just a contemporary twist and does not put across strong messaging in comparison to its global competitors. As a debut campaign for its range of smartwatches, it would have helped if Titan could perhaps have highlighted the features of the watch rather than have an entire TVC revolving around one feature. While the ad may be a hit with Titan loyalists, it might be a miss with tech geeks.