Xylys, the brand of premium Swiss watches from Titan, launched its latest product-driven ad film, to highlight the brand’s unique design elements. Conceptualised by Famous Innovations and directed by Shwetabh Verma, the ad film showcases a Xylys watch and communicates its strong design feature by making the watch the hero.

The film opens with a host of bubbles floating against a black backdrop. Soon the watch is revealed, and we follow its journey as it playfully interacts with the bubbles. It finally perches itself on top of a bubble, which bounces but doesn’t burst, thus showcasing the watch’s USP – lightness. The voiceover closes the film with the brand’s new positioning statement, ‘Xylys. Different by Design.’

The film is a first in a series of undertakings planned to bring alive the ‘Different by Design’ concept. The positioning represents Xylys’ many products, each of which is unique in its own right, be it aesthetically, ergonomically or through the use of materials. Xylys products are designed to be unconventional, innovative and unafraid to break rules, not just for the sake of differentiation, but rather imbibed with a sense of purpose.

Sharing his thoughts on the campaign, Sirish Chandrashekar, Head- Marketing, Titan Watches, said, “Differentiated design is at the core of Xylys’ product philosophy. Air, the watch featured in this film, is made with Titanium and is therefore very light even though it doesn’t look that way at first sight. The film brings out its lightness through an interesting metaphor. This is just one illustration of how Xylys is different by design.”

Hayden Scott and Sumit Chaurasia, Creative Directors, Famous Innovations, added, “Our task was to portray a simple and single-minded product USP in the most refreshing, unique way. This film is nothing but visual poetry, with the watch weightlessly moving through the universe of bubbles, very much a part of it. Underlined with the elegance and sophistication that marks the Xylys brand, it is the first step towards building a larger design-led story.”

The film is set to air on 25 November 2016 and will be supported by outdoor, digital and on-ground activations. The ‘Different by Design’ campaign from Xylys was preceded by the ‘25th Hour’ campaign in June 2014.

Credits:
Created by: Famous Innovations
Production House: Collective Art
Director: Shwetabh Verma
Medium Used: TV, Digital, Outdoor

With an objective to showcase the array of features inculcated in the latest offering from Titan, a user-related context was used to narrate the story of JUXT Pro.

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The film is set inside an architect’s office where a team of young architects and their boss are in a meeting. As the protagonist is presenting to the team, his boss notices the JUXT Pro on his wrist and pauses his spiel to pay him a compliment; “Hey, Nice watch”. The orderly colleague with him agrees with the boss and responds with the same remark. Upon this, the protagonist appears to have stopped mid-presentation, being credulously miffed at the fact that someone; anyone thinks that it’s a “watch”. With enthusiasm and swagger, he shows the team what this “watch” can do. He animatedly pulls out feature on feature throughout the film, as the unsuspecting boss and colleague look increasingly stumped. Satisfied that he has sufficiently proved his point he goes back to his presentation, when another colleague walks in and offers him the same compliment on the watch. The boss and colleague exchange a glance, while he seems mildly resigned to explaining the watch features again.

Elaborating on the concept behind the JUXT TVC, Sirish Chandrashekar – Marketing Head, Titan Watches says, “Today’s young Indian is obsessive about his technology. Titan JUXT Pro is the smartwatch that does it all – helps him manage his calls, messages, appointments, while also enabling his creative side through the unique features of controlling camera, storing and playing music etc. This film is single-minded in showcasing how loaded the watch is, in an endearing manner.”

“Titan JUXT Pro is not just a product, it’s an idea. So all we tried to do is present that idea in the simplest, yet insightful way. And we thought of the insight of how tech-lovers get offended when others do not know the value of their techy possessions. We kept the storytelling simple because we wanted to celebrate the Titan JUXT Pro – a product which is an idea and not just a watch” says Azazul Haque, Executive Creative Director, Ogilvy & Mather.
Designed for the modern multi-faceted man, Titan JUXT Pro offers an array of features to keep him connected, informed and in-touch with his interests. The ad film communicates these stunning attributes of the product and presents JUXT Pro as the smarter smartwatch. Titan JUXT Pro is available in two variants – Matte Black and Steel Black, which are both priced at Rs.22,995.

Credits

AGENCY:
Created by: Ogilvy & Mather, Bangalore
National Creative Director: Rajiv Rao
Executive Creative Director: Azazul Haque & Mahesh Gharat
Senior Creative Director: Mukesh Kumar
Senior Vice President and Head of Advertising – South: Tithi Ghosh
Account Management: Sindhu Menon, Akshatha Poojari, Shivani Agarwal
Planning: Sreenesh Bhat, Easo John
Agency Producer: Rajib Baruah
PR Agency: Rediffusion/Edelman India
Exposure: TV, Digital, Print and Outdoor

PRODUCTION:
Production House: Good Morning
Director: Shashanka Chaturvedi
Executive Producer: Vikram Kalra
Producer: Robin D’Cruz
Director of Photography: Jason West
Music: Subhajit Mukherjee
Cast: Tanmay, Denzil, Vishrut
Post Production Head: Bharat Arote

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Credits:
Brand: Titan JUXT
Agency: Ogilvy & Mather
Creative agency: Ogilvy & Mather, Bangalore
National creative director: Rajiv Rao
Senior VP & head of advertising – South: Tithi Ghosh
Senior creative director: Muki Sablania
Creative team: Hemangi Chatterjee, Deepak Thammaiah, Nakul Sarin, Gururaj Biradar, Lavanya Singh
Account management: Sindhu Menon, Akshatha Poojari, Shivani Agarwal
Planning: Sreenesh Bhat, Shreyaa Rajan
Agency producer: Rajib Baruah
Production house: Apostrophe Films