Live the New: Campaign from Titan Eyeplus featuring revolutionary Titan lenses

Titan Eyeplus, India’s largest optical retail chain launched their latest marketing campaign featuring an array of specialized prescription lenses from the Titan portfolio - specifically designed to meet the lifestyle needs of varied consumer groups. Titan Eyeplus uses cutting-edge technology to manufacture lenses at its own manufacturing facilities in Chikkaballapur, on the outskirts of Bangalore since 2008 and the recently launched facility in Madhyamgram, West Bengal.

Consumers today are heavy users of gadgets and are often exposed to different weather conditions as they’re always on the move. Cognizant to these changing lifestyles, Titan Eyeplus has developed specialized lenses with different coatings which help to provide solutions to everyday problems that spectacle users face due to their lifestyles.  These lenses include:Ozone Lenses, Fog-Free lenses and Water repellent Lenses. The Ozone Lenses help filter out the harmful blue rays emitted from all gadgets with screens. They also help reduce eyestrain and fatigue in the eyes caused by spending long hours in front of these devices. The Fog-free lenses, as the name suggests, will stay fog-free irrespective of changes in temperature and humidity.  Water repellent lenses help repel water, giving clear vision even in wet conditions.

Conceptualized by Ogilvy, India and produced by Thinkpot, the first-of-its-kind lens TVC by Titan Eyeplus takes us to different locales from foggy mountain ranges to choppy seas. The ad opens with a shot of powerful headlights from a vehicle cutting through the fog and moving ahead, followed by a visual of a boat-like figurine floating, from under the water. The next shot opens with a man pressing a button on an intelligent touch pad as cosmic lights illuminate the man’s face and show him wearing the new Titan ozone lenses. In a parallel scene, a jet-ski rider wearing Titan water- repellent lenses is shown dexterously maneuvering through the water as he rides on effortlessly, unperturbed by the water hitting his face. The shot fades away to a photo-sonic shot showing a gust of water splashing on the lens as the droplets of water slide away in a diagonal motion. This shot transitions into a scene where a girl accelerates through the fog in her SUV wearing Titan fog-free lenses, navigating every obstacle in her path with great speed. Layers of mist gently move over the rims of her spectacles, leaving her lenses crystal clear. Concluding the TVC, there are shots of each character wearing the three unique lenses: fog- free, water repellent and ozone lenses.

Commenting on the latest commercial for Titan Eyeplus, Vandana Bhalla, Marketing Head, Eyewear Division, Titan Company Ltd. said, “We are extremely excited to launch this new campaign which promotes our line of high-tech specialized lenses. This is the first time that we are launching a campaign dedicated to Titan lenses. As a brand, we are cognizant of the changing lifestyles of consumers today and the various needs that arise for different consumers who lead multifaceted and experiential lives. We are constantly working to innovate and come up with new offerings that meet these changing needs. This campaign is also in line with our brand philosophy- Live the New, and has an exciting visual language that’s sure to appeal to our audience.”

Campaign Details:

Creative: Ogilvy India Production House: Thinkpot

Director: Manoj Pillai

Link to TVC: VIDEO LINK

“The task for Ogilvy was to create awareness for Titan lenses, thereby building its credentials as 'the end-to-end solution for eyewear'. While our earlier films have upped the style quotient for the brand and positioned it as the go-to brand for diverse lifestyle needs, this film focuses on pitching different kinds of lenses that are adapted to the needs to different consumers. The film features young, confident people who do not lose sight of their goals and are ever ready to take on exciting challenges. The brand with its range of specialized lenses enables them to reach their goalposts. The new TVC embodies all the values the brand represents – boldness, spontaneity and audacity of youth and reinforces the brand’s proposition ‘Live the New’.” saidTithi Ghosh, Senior Vice President & Head of Advertising, Ogilvy Bangalore.