"You don't possess a Xylys, it possesses you," says new TVC for Xylys

Rediffusion Y&R's Bangalore office has conceptualised the latest TVC for Xylys, which is positioned as the premium Swiss made watch brand from the house of Titan.

The TVC shows a man who's involved actively in the party circuit and is extremely popular, becoming completely withdrawn and to himself after he sees a Xylys watch. The watch attracts him to such an extent that he becomes totally oblivious to the outside world. The film ends with the tagline, "You don't possess a Xylys, it possesses you".

Commenting on the TVC, Suparna Mitra, global head - marketing, Titan Watches, said, “Following the successful launch of Xylys in 2006, we have decided to re-invigorate the brand and give it an imagery that will enable us to engage, entertain and connect with our consumers better. The new campaign communicates a simple story while reinforcing the brand’s enhanced positioning.”

On the concept of the new film, Rediffusion Bangalore's creative head, Mukund Sharma, said, "You see it all around you, people treating their bikes, cell phones, etc as their sweethearts. I’ve even heard of a woman who married her laptop! That’s where the idea comes from.”

Arun Kumar R, creative head, Rediffusion Y&R, Bangalore, added, "All of us have lost a friend to love. And the only person who doesn't notice he has changed is the one in love. This irrational obsessive behaviour is what we have tried to capture visually." 

On the TVC, Paritosh Srivastava, vice president South - Rediffusion Y&R, said, “In all consumer researches the strongest thing that came out was the product design and the irrational pull it created. We have tried to weave a story on this product truth and push the limit on what Xylys can do to the user.”

WATCH TVC now

Milestone Films is the production house that has worked on the film.

Credits

Creative Agency: Rediffusion Y&R, Bangalore

Project (working title of the film): "Falling in love"

National creative director: Minakshi Achan

Creative directors: Arun Kumar and Mukund Sharma

Copy: Mukund Sharma; Arun Shankar

Art: Arun Kumar

Account management: Paritosh Srivastava, Peeya Sridhar and Sumanth Sudarshan 

Production house: Milestone Films

Director: Lloyd Baptista

Media agency: Maxus Solution

Post-production Studio: Avitel