Famous launches new campaign for Titan Company Brand - SF Rush

Titan Company has launched a smart band under its brand SF Watches - the band goes by the name SF Rush. Priced at Rs. 999 and targeted at teenagers, the band includes an activity tracker, sleep tracker, distance tracker and calorie counter. The launch campaign is led by a TVC and the message #KeepTheRushOn. The film has been conceptualised by Famous Innovations and directed by Prakash Varma. 

This spot revolves around a Coach and his student. The student appears dejected by repeated failure in past cricket matches. The Coach gifts him an SF Rush band and uses it to encourage him to return back to the sport, which he was once very good at. The film is a commentary on common human behaviour, particularly among youngsters nowadays, of giving up in the face of failure – instead of seeing failure as a starting point.

Suparna Mitra, CMO, Titan Watches and Accessories, threw more light on the need the product hopes to fulfill, "SF as a brand is known to identify the nascent customer needs which are sometimes shadowed by multiple other wants. With SF Rush, we hope that we reach all the millennials and provide them with a cool and trending product at a reasonable price."

Raj Kamble, Founder and CCO, elaborated further on the campaign, "It happens to all of us that when things don’t go our way, we give up. We don’t want to deal with failure, instead we run from it. As a fitness band, SF Rush plays the role of a partner who encourages you to keep going even when you feel you have hit rock bottom, and that’s what #KeepTheRushOn is trying to say. We chose an endearing, real moment between a Coach and his student to bring this alive."

The film will be supported by Digital, Outdoor and Activations. 

Credits:

Brand: SF Rush 

Creative Agency: Famous Innovations

Production House: Nirvana Films

Director: Prakash Varma