Titan Watches encourages the Gift of Time this festive season

In a world where people are constantly busy, we are spending less and less quality time with our near and dear ones. This particular season of the year is a time when friends, family and loved ones come together to celebrate Diwali, the Festival of Lights.

Nothing evokes more irony than something that contradicts its own purpose. For example, technology has given us gadgets that are meant to make us communicate, but instead have wedged us further apart from one another. To Titan, India’s iconic watchmaker, this deeply significant insight inspired an idea – the Gift of Time.

A modern Indian couple tries to make the most of a humdrum Diwali in Paris, with nobody other than each other for company.

The young woman overlooks the neighboring family celebrating the festival together when her partner walks in to the balcony. He greets her while holding her hand but barely for a few moments. The sparkling lights fascinate him and he takes out his mobile phone to get a few pictures. The woman asks him, “What must I do to get your undivided attention?” She tells him they barely spend quality time with each other which is when he points out to her that she gifted him the phone. The woman in turn asks him if she gifted him time, would he spend it with her. He is taken aback and feels something on his wrist. He realizes that she has gifted him a Titan watch and understands what she meant. He answers ‘yes’ and they wish each other a Happy Diwali.

How she gets him to spend a little time with her, in exchange for a rare gift is what unfolds over this heart-warming evening. 

Remarking on the thought behind the commercial, Rajan Amba, GM – Titan Brand, Titan Company Ltd. said, “Over the years, the Titan brand and the product have become synonymous with gifting. No other brand in this space or any other category offers the versatility, the ease and the satisfaction that the gift of a Titan provides to the giver and the receiver.  And as a brand we have always tried, through our communication, to be reflective of the times. Therefore, it was only natural that in todays age of information overload and being ever-connected, that we remind people in this holiday season that there is nothing more precious and more satisfying than the gift of time to your loved ones. A message, we believe, finds best resonance when said by Titan.”

Joono Simon, Executive Creative Director, Ogilvy South, India, shares his views on the film, "In our 'always on' lives where digital devices compete with our loved ones for attention, relationships are the first casualty. It was important for Titan - arguably, the time keeper of the country, to articulate a point of view on this growing social phenomenon. 'Gifting time' as a thought is as beautiful as the act itself. In the context of Diwali when Indians come together to celebrate, no matter where they are, the message of 'gifting time' becomes all the more relevant."

The campaign features Kalki Koechlin and Akhil Akkineni with Ogilvy & Mather as the creative agency and Maxus as the media planning agency on board. The campaign is directed by Shujaat Saudagar of Boot Polish Films.