Now over to the idiot box!

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The following points are the ruling criteria for selecting and short-listing the winning TVC ads: Product positioning clarity; clinching benefi t to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus of message; reward to the prospect; visually arresting and painstaking craftsmanship. Here’s a peek into our TVC verdict for the fortnight ended June 4, 2007. Ready to groove?

BRAND : Titan
AGENCY : O&M
BASELINE : Slimmest watch in the universe
DESCRIPTION: Aamir Khan wears his Titan watch and smiles fondly – only to find himself in the middle of the paparazzi clicking pictures. Wherever he goes, the paparazzi follows. He stands in a pose where his watch gets hidden and everyone disappears. Amazed, he hides and shows his watch several times, just to check. Alas! He’s proved wrong... it was the watch that was getting all the attention. In the end, he just gives up and flaunts his Titan Edge watch.

4Ps TAKE : Just in the last issue we ranked the campaign of Titan Aviator series and said that we aren’t missing Aamir Khan. Now, that Mr. Class is back, we’re left yearning for more. Though nothing out-of-the-box, but the storyboard remains appealing – with the superstar having to concede to admit that Titan is the real star! (reminds you of Jr. Bachchan and the MotoSLVR series?). But, it’s Aamir’s sheer brilliance that make an average done-to-death concept look absolutely smashing. The ad is well executed and scores high on its single-minded focus quotient, which is to position the watch as the real star. The clarity of communication also stands out. Not a single word spoken – yet the brand personality is eminently visible. By the way, did we forget to mention the typical trademark of the brand – yes! the Titan tune which leaves you nostalgic.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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