Titan Edge underlines mastery of craft

Titan Company has created a TVC featuring Swiss balance artiste Maedir Eugster for its Edge collection. The TVC conceptualised by Ogilvy & Mather went on air on 2 September. The commercial highlights the craftsmanship and minimalist design of the watch.

Ronnie Talati, chief marketing officer, Titan Company, said, “Titan Edge as a brand celebrates mastery and perfection, in an endeavor to provide world-class timepieces to our customers. Edge’s latest campaign speaks about mastery beyond belief which reflects in all the facets of the brand’s offering.”

The TVC showcases Eugster execute a sophisticated balancing act, starting with a feather on a twig. The act of ‘Mastery beyond belief’ symbolises the precision and skill that goes into creating a Titan Edge, as the structure he holds morphs into a Titan Edge on screen. The super reads – ‘Maedir Eugster, balance artiste, wears the slimmest watch in the universe.’

Joono Simon, executive creative director, Ogilvy & Mather, South, said, “It was important for us to recognise that the line between art and commercial art is blurring. As we aim to create new brand conversations, the quality of our audience's interaction entirely depends on the quality of experiences we can offer.”

Credits

Client: Titan Watches
Brand: Titan Edge
Creative Agency: Ogilvy & Mather, Bangalore
Executive creative director: Joono Simon
Senior creative director: Shamik Sen Gupta
Copywriter: ShamikSen Gupta, Sraman Majumdar
Account planning: Sreenesh Bhat
Account management: Tithi Ghosh, Sindhu Menon, Akshatha Poojari
Films: Neha Kapoor
Production house: Stockland Martel, New York
Director (of the film): Tobias Hutzler
Producer:  Bill Stockland
Music: MikeyMcCleary
Media agency: Maxus
Post-production studio:  B2 PRO, New York