With a view to tap and celebrate the people who live Titan’s ‘Be More’ philosophy Titan along with The India Today Group have together announced the ‘Titan-India Today Be More Contest’ which aims at identifying people who may lead normal lives on one hand, but may be pursuing a completely different passion on the other. O&M, has conceptualized and rolled out a print campaign, to promote the contest.
Amit Akali group creative directors, O&M and, spoke about the print campaign for the Titan-India Today ‘Be More’ contest and said, “In 2008, Titan launched a brand campaign to introduce the thought – ‘Be More’. Now, in order to reach out to consumers, engage them and bring to life the thought of ‘Be More’, Titan has joined hands with the India Today Group to search for and celebrate people who live the ‘Be more’ life. The contest is a search for people who lead many lives in one life. Who, besides the work they do, pursue passions and excel at them. People who constantly keep discovering new sides of their personality.”
Akali added that O&M’s brief was to design a call for entries, to inform people about the contest, explain to them what it was about and motivate them to either nominate people they knew or even enter it themselves.
Malvika Mehra, group creative directors, O&M Mehra said, “The ads had to clearly explain to people what the ‘Be More’ Contest’ and a ‘Be more’ personality is all about and of course motivate people to participate either by nominating people they knew or entering it themselves. The simplest way to do all of this was to bring people face to face with other, real ‘Be More’ Personalities. Thus, each double spread ‘call for entry’ ad brought to life one ‘Be More’ Personality and told his/her story both through striking visuals and well crafted copy.”
“While the third ad told the story about an event manager who’s an outdoor enthusiast and adventure sport expert,” she added.
“Both, Titan and Ogilvy have a large network of employees and associates. Both the organizations sent a mail to each of their employees and associates across India, explaining the idea and asking them to suggest people they knew who fit the bill. Hundreds of suggestions came in from which the client and the agency together shortlisted people who we thought would best personify the ‘Be more’ philosophy as well as make for good visuals and copy.” explained Akali.
Six entries from all the entries will be shortlisted by a panel of experts after which India Today will feature these six entries and ask readers to vote for their favourite entries followed by honouring the winner at an event in addition to being featured in a special supplement.