Titan launches "Obsessive Desire'

The new creative expression is carefully designed to reflect the effect Xylys watches have on their consumers. The stunning designs have captured the hearts of many watch connoisseurs. The brand thought is encapsulated in the words "You don't possess a Xylys, it possesses you".

The new TVC, conceptualized by Rediffusion Y&R, Bangalore, shows a successful man, who is completely smitten by the new Xylus watch. It's a story of a man's obsession, with his Xylys watch. He is so magnetically attracted to the watch that he becomes oblivious to the world around him.

Falling in love can do strange things and that is perhaps what happens to him after he acquires his beautifully crafted Xylys watch.

According to Suparna Mitra, Global Head - Marketing, Titan Watches "Following the successful launch of Xylys in 2006, we have decided to re-invigorate the brand and give it an imagery that will enable us to engage, entertain and connect with our consumers better. The new campaign communicates a simple story while reinforcing the brand's enhanced positioning."

"You see it all around you, people treating their bikes, cell phones, etc as their sweethearts. I've even heard of a woman who married her laptop! That's where the idea comes from," says Mr. Mukund Sharma, Creative Head, Rediffusion Y&R Bangalore.

According to Paritosh Srivastava, Vice President ' South, Rediffusion Y&R, the best thing to have about the product is its design. "In all consumer researches the strongest thing that came out was the product design and the irrational pull it created. We have tried to weave a story on this product truth and push the limit on what Xylys can do to the user," says Srivastava.