Lowe Lintas recreates the iconic Titan melody across a series of sounds of different professions, as India attempts to ‘unlock‘ after a series of lock-down episodes.
The age of the corona-virus pandemic has disturbed businesses all over India and has also affected both lives and means of living. Consumers have reduced spending in numerous areas, and the monetary deposit damage is seen everywhere, in the stores that are running out of business, or the vanishing of trades that believed completely on ‘normal’ life.
Street food vendors, local florists, tea shops, cobblers, and some others who were a critical part of our daily lives, are now limited and nowhere to be found in our daily routine. While organized corporate entities have felt the impact or rather effects of this disruption, its effect on the common retailer is much more devastating. The descending effects of reduced commerce on small businesses and stores can be imagined.
Titan Company Limited had launched an industry collective called #LetsGetIndiaTicking, which is a movement wanting and motivating individuals to kick start the wheel of the economy. The campaign was launched with a film that represents the interconnectedness of the economy, and how every company needs to be set in motion and action to bring the economy back on track. The film is a push to get people to continue with some of their past behaviors even in the ‘new normal’, within the boundary of safety.
The ad film begins with a little girl entering a showroom with her mother perhaps, for the first time after the lock-down period, and she chooses a watch for herself as her birthday gift. The ad film goes on to show how this one buying has an overflowing effect on the lives of others. The film unveils the harmony of the economy, the views and sounds of an economy coming back in action.
Commenting on the campaign, Suparna Mitra, the chief executive officer, watches and wearables, Titan Company Limited, said “ Numerous economists have mentioned the need to bring back the demand side of the economy. This is where we felt our vast collection of experience in brand communication can serve a greater purpose.”
The ad film itself is category challenging, permitting for partnerships with various similar-minded individuals and also organizations. Titan brand has reached out to various industry partners to bring this movement to an intonation point.