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Ad Break

Juxt in time
Titan has joined the digital bandwagon with a watch that's both smart and stunning

Sonia Mariam Thomas

If you did not have a chance to hitch a ride on the smartwatch bandwagon yet, Titan has ensured you get there with its latest offering — Titan Juxt. With a series of TVCs starring comedian Vir Das, music composer Pritam and film director Kabir Khan, the campaign stresses on the marriage of design and technology (developed by HP, no less) with its new wristwatch. 

Suparna Mitra, chief marketing officer, watches and accessories, Titan says, “A lot of people want a watch that looks great, is smart and yet not overloaded. We wanted to create something that was part analog and part technology, juxtaposed on the same dial. The watch is not for tech geeks, but rather for someone who would wear a watch for the sake of functionality.”

It supports basic functions such as checking messages, tracking physical activities, incoming call notifications along with time telling. Of course, it is definitely the one for those with an eye for design.

Tithi Ghosh, senior vice president and head of advertising — south, Ogilvy & Mather says, “We were told that there was a gap in the market. Smartwatch users didn’t care much about the basic functions once the novelty wore off. The whole aim of the campaign was to present the product insight by focusing on relationships.”

Teasers on digital media preceded the TVC run, which was one of the reasons celebrities were chosen. Both Ghosh and Mitra maintained that roping in stars, who are active on social media helped to make the campaign more relatable and relevant. Whether Titan’s gamble on the smartwatch biz will work is something only time can tell.

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