Even as the world continues to live under the pressures of a forced quarantine, Titan Watches International has launched a fresh social-media-led campaign to encourage people reflect upon the time spent during this lockdown, globally.
Titled #QuaranTIME, the campaign is conceptualised by Isobar India, the digital agency from the house of Dentsu Aegis Network (DAN). Through this campaign, Titan Watches International urges its employees and consumers to not only stay safe and quarantined but also use their #QuaranTime, wisely. The campaign encourages Titan’s staff members and consumers across the globe to spend this time doing what they love doing the most, such as cooking a new cuisine, learning a new tune, finding a new passion or practicing the old ones.
The global lockdown has exponentially increased social media engagement across platforms and the time spent on them. Consequently, Titan initiated the campaign by encouraging its staff and consumers to share their #QuaranTIME videos across its social media platforms. Later, these videos were stitched together to make a funny, yet engaging video content piece that gave an intimate glimpse into the lives of the Titanians during the lockdown. The video spiked overall consumer interest on the brand’s Instagram page. Additionally, as an extension to the campaign, Titan International Watches is also running a series of interactive social media posts in the form of quizzes, trivia and fun stories, overall, suggesting how to make the most of this #QuaranTIME!
Sharing her views on the campaign, Vandana Bhalla, Marketing Head, Titan – International Business Division said, “They say you should never let a crisis go waste. Titan stands for time, and we wanted to capture how our teams and consumers across geographies are making the best of the time available to them. The idea was to inspire everyone to stay positive during these tough times.”
Commenting on the campaign, Rohit Mukherjee, Creative Director (South), Isobar India added, “This period is unprecedented, no matter which decade you were born in. In a way, history is unfolding right through us. And like all historical moments, somewhere in the distant future, all of us shall remember the time we spent during this crisis. It’ll become a story. And how engaging that story is, will depend on how we’re spending this quarantine. Therefore, idea #QuaranTIME. And who better than Titan to own this time for eternity? Through this campaign, we are simply urging people to have some happy memories of this unhappy time.”
Brand Team, Titan IBD – Vandana Bhalla, Piyush Pandey, Priyanka Sridharan
Creative Director- Rohit Mukherjee
Director Business – Ashwin Dravid
Social Team– Abhimanyu Jain, Akanksha Sharma & Puja Arleshwar
Creative Team: Parmit Dabas & Amit Boralkar
Business Team: Maria John & Barun Gupta