Titan Eye Plus woos older consumers with Flair

Eyewear brand Titan Eye Plus has launched a TVC for its latest range ‘Flair’, targeted at consumers in the age group of 40 years and above. The TVC created by Ogilvy & Mather went on air on 7 August.

Earlier TVCs highlighted the brand’s proposition of being affordable as well as stylish. With the latest TVC, the brand attempts to woo middle aged customers who typically start developing vision problems around this age and also want to maintain a youthful look. The TVC highlights the features of the new collection along with its affordable pricing.

The film opens in a Titan Eye Plus store where a middle aged man is checking out the range. His wife calls out to him from outside. He picks up a pair and gets complemented on ‘looking young’ by his wife, who has just returned from the parlour and is a tad envious too. Playful banter between the two ensues. She decides that she wants a pair too and drags him back into the store. The lady gets her pair of glares and the visibly delighted couple decide to head out for coffee. The film thenshowcases the new collection whilst the voice over introduces the range – “Titan Eye Plus ka naya Flair collection. Stylishaur comfortable frames, price Rs 995 se shuru.” (Titan Eye Plus’s new Flair collection – stylish and comfortable, prices starting from Rs 995).

Joono Simon, executive creative director, Ogilvy and Mather, said, “The race against age starts when a person enters into his thirties. And it progressively gets closer, catching up as you make a turn to the forties. In this context, a woman’s insecurity about her partner looking younger than her is a universal insight that we thought we could tap into. In this commercial, we explore the very same aspect of a modern day relationship between a charming couple who share a wonderful chemistry between them. Though at the core of it the film is very rational about price, range etc. the story telling takes away the rough edges to make it very endearing.”

Ravi Kant, CEO, Eyewear Division, Titan Industries, said, “We expect the new TV campaign to get an extremely positive response from the consumers in the 40 years-plus age group. Our research has revealed that many people in this age group face a sense of anxiety especially with regard to their looks and a first time user of spectacles may experience a further loss of youthfulness! There is a significant percentage of people in this segment who may even postpone the use of spectacles fearing this. Titan Eye Plus has drawn on this insight and seeks to provide this consumer group stylish and yet comfortable products which would in fact complement their looks. Our new TVC communicates this aptly and drives the message to this consumer segment which looks for that extra bit in the products.”

The campaign will straddle print, TV, outdoor and digital media.

Client: Titan Eye Plus

Creative agency: Ogilvy & Mather

Executive creative director: Joono Simon

Senior creative director: Shamik  Sen Gupta

Production house: Rising Sun films

Creative controller:  Sangeetha Shirali

Copy supervisor: Divya Chandrasekar

Director (film): Shoojit Sircar

Media Agency: GroupM