By A Correspondent
Titan Eyeplus has been at the forefront of the eyewear category since 2007, redefining standards in product design and retail experience. The brand is poised to set new benchmark again with a complete overhaul of its brand personality.
To mark this change, Titan Eyeplus has launched a campaign which reveals its new tagline, ‘Live the new’. The tagline is an embodiment of the belief system that forms the core of the brand i.e. creating newness in the category by presenting a new brand persona that is youthful, energetic and bold. It reinvents retail experience in the category and products that cater to the requirements of the ever-changing lifestyles of consumers.
The brand personality comes live in today’s TV-led campaign showcasing a shift in the brand’s outlook and reflects lifestyle of the multi-faceted consumers – work, fashion, sport. In a world where spectacles are already seen as an accessory, the brand urges one to choose the right frame for their lifestyle.
Commenting on the new campaign, Vandana Bhalla, Marketing Head and Design – Eyewear Division, said, “Titan Eyeplus is at the helm of an exciting new journey, which is driven by the insight that consumers today lead dynamic and experimental lives. They are constantly on the look-out for brands and products which reflect their lifestyle. The new brand campaign with new products and a refreshed retail experience are part of our strategy to cater to consumers who are constantly looking for new experiences.â€
Conceptualized by Ogilvy & Mather, the new television commercial is based on the insight that people’s lifestyles are multi-faceted. The campaign captures the brand proposition – ‘match your frames to your lifestyle’ in an aesthetically stylized film. The film shows three different individuals in different lifestyle settings–athlete at a basketball court, girl in a bar and a working professional at a café. The setting seems to indicate that they are all on a date but the light-hearted narrative reveals that these individuals were talking to spectacles that perfectly match their respective lifestyles, Sport, fashion, work. The film succinctly captures the essence of the new campaign, promising something for every occasion.