BackSpot Light | Titan
The tune of Titan as the central tale of the storythat is old and warm beer
Premium
Warm beer
Reviewer: Swapan Seth
The national creative director, chairman and chief executive officer, Equus Red Cell, Swapan Seth has over 20 years of experience in advertising and has worked with brands like Deutsche Bank, Taj Hotels and Tata Steel, among others; he has also done some work with a unit of HT Media Ltd, the publisher of Mint.
Campaign
What are your first thoughts on the ad?
It has a disruptive start, and then it races southwards. Very odd, coming as it does from the very cathedral of creativity in the country.
What would you have done differently?
I would not have employed the tune as the central tale of the story—that is old and warm beer. The whole idea of gifting and teachers is hackneyed as well. Raymond used it years ago. Gifting could be seen through fresh eyes, through newer societal relationships. I would have made a more innovative and forceful comment through relationships and gifting.
Can you talk more about the sound creation techniques in the ad?
They are forced. Jarring in parts, the sounds gradually get irritating as well.
Do you think the brand message got lost in the theme?
The message of gifting is clearly communicated. But did the commercial delight? No.
Gifting is synonymous with the festive season. What can brands do to make this proposition more innovative?
By identifying newer relationships, in which gifting can play a role—why student-teacher or mother-son alone?
How does this ad compare with other ads in the watchmaker category?
Look at what Titan has done with Tanishq. All those ads are marvellous.
Are there any international ads in this category that have high recall value?
Personally, I like the Rolex and Patek Philippe communication. They are both immersed in grace and longevity.
As told to Vidhi Choudhary.
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