Titan Octane launches its new campaign - Be A Sport

Over the years Titan Octane as a brand has always embodied the sporty and energetic side of the modern Indian male. The new Indian male today has now evolved into a man who is not bound by the role defined by society and what has been passed down to him over generations. Business objective of the campaign is to create a brand that appeals to the needs of the modern Indian man.

The latest campaign by Titan Octane- ‘Be A Sport’ is a light hearted take on masculinity. The campaign strategy was the result of the consumer understanding of the evolving role of modern men. As an extension of this campaign and towards Men’s Day on November 19, Titan Octane has come up with a digital campaign that captures the new version of the man.

In a video for the digital medium, the campaign conducted a vox pop with a cross section of men to get a sense of what the modern man stands for today. The views expressed reiterate the fact that men today are not bound by the earlier definitions of man.

Men today are no more liable to the roles and definition of ‘masculinity’ set by the society in the previous generation. They are living in this modern era, where they have the freedom to choose their own path and accept their uncommon choices.  For centuries, we defined a real man: to be strong, to be a provider, to be in authority and to be the ultimate decision maker. But times are changing. In the wake of recent conversations around gender equality and equal opportunities, even the codes of masculinity are being redefined.

Link:

Suparna Mitra, CMO, Titan Watches said, “We wanted to craft a brand world which would appeal to the modern Indian man. The insights were mined after a fair bit of research to really understand the motivations of the man in this ever-evolving social landscape. Over the years men have been dictated by the norms of society and what people expect him to be, however the man of today is not defined by anyone but by himself. Titan Octane is a reflection of the new Indian male who is comfortable with his beliefs and is not weighed down by the role his predecessors had adopted. The new campaign from Titan Octane – Be A Sport, is a light-hearted take on masculinity. He is open to freely expressing his emotions. He has the sense of humor to laugh at himself. He doesn’t fear failure. He isn’t intimidated by the success of others around him. And he has become a man who is comfortable with the evolving sense of masculinity”.