Reviewer: Komal Bedi Sohal

In a career spanning 19 years, the chief creative officer at Rediffusion Young and Rubicam, Komal Bedi Sohal, has worked on campaigns for brands such as Land Rover sports utility vehicles, Citibank and Virgin Atlantic. She has worked at Lowe MENA (Middle-East and North Africa), Trikaya Grey and Euro RSCG (now Havas Worldwide) and won several awards, including the gold, silver and bronze Lions at Cannes.

Campaign

Titan’s Gift Of Time Diwali commercial by Ogilvy and Mather stars actor Kalki Koechlin. It’s the festival season, she is in Paris—but she seems a little sad. She stands on a balcony, looking out at the Eiffel Tower, all lit up and resplendent, and waves to Indian neighbours who are celebrating Diwali on their terrace. Just then, her beau walks into the house. He starts clicking pictures of the Eiffel Tower on his phone; she asks him what she must do to get his undivided attention. He jokes that she is the one who gifted him the phone, and she is the one who is now jealous that he is spending time on it. Will he spend time with her if she gifts him time, she asks, slipping a Titan watch on to his wrist. Tag line: This Diwali, Gift Time.

What are your first thoughts on the campaign and the tag line?

Good insight. The fact that we spend time taking pictures rather than enjoying the moment is something that most will relate to. But it isn’t explored beyond the line. I hope there’s a second phase where the idea is explored in detail.

Any thoughts on the Parisian setting and what it lends to the film in terms of cinematic appeal?

Paris is the most cinematic of places. The film is shot really well. It does position the product in a premium category.

How does Koechlin fare in the film?

Kalki does bring in some celebrity appeal to the ad but a better actor would’ve probably taken the ad to a whole different level. The lead pair does look good together and will resonate with the target audience.

What would you have done differently?

Shift the action to India, where the set-up would feel organic. And definitely cast much better actors.

Any former Titan ads that you can think of, that have stood out during a festive-season ad clutter ?

The ad where students gift their professor a watch was extremely memorable.

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