Redefin­ing Mas­culin­ity

Ti­tan Oc­tane’s lat­est cam­paign breaks the ‘ma­cho’ myth.

The Brand Reporter - - FRONT PAGE - By Su­nit Roy su­[email protected]

The brand’s lat­est cam­paign breaks the ‘ma­cho’ myth.

Tra­di­tion­ally, a ‘real man’ was some­one who was strong, in con­trol and was the ul­ti­mate de­ci­sion maker. But times are chang­ing. In the wake of re­cent con­ver­sa­tions around fem­i­nism and equal op­por­tu­ni­ties, the codes of mas­culin­ity too are be­ing re­de­fined. The new cam­paign from Ti­tan Oc­tane - Be A Sport, is a light­hearted take on mas­culin­ity, and aims at bust­ing the ma­cho myth.

Through its ‘#BeAS­port’ cam­paign, Ti­tan - the watch brand from the house of Tata - cel­e­brates men who are com­fort­able in be­ing a man, and not be­ing ‘ma­cho’, a ‘cow­boy’ or a ‘casanova’. They don’t take the tag of be­ing a man so se­ri­ously, and can laugh at their fail­ures; they aren’t the al­pha male.

It pins the fact that the mod­ern day man also has shades of colour be­yond grey and brown in his closet. He is open to freely ex­press his emo­tions, is man enough to laugh at him­self, isn’t in­tim­i­dated by the suc­cess of his fe­male coun­ter­parts and has evolved to be­come a man who doesn’t take him­self (and his mas­culin­ity) too se­ri­ously.

So, we asked, ‘what was the idea be­hind show­ing the pro­tag­o­nist (The Man) de­fine the new mean­ing of mas­culin­ity?’

“The strat­egy was formed as a re­sult of a fair bit of con­sumer un­der­stand­ing of the mod­ern men. Men to­day are not bound by the def­i­ni­tions of ‘mas­culin­ity’ set by their pre­vi­ous gen­er­a­tions. They are at a point in their lives when they have the free­dom to cre­ate their own path that re­flects the val­ues and rules that make sense to them in to­day’s time. They aren’t afraid to fall down and learn what­ever comes their way. The real man to­day is work in progress and the brand aims to cre­ate a world where he can truly ex­press him­self,” ex­plains Su­parna Mi­tra, chief mar­ket­ing of­fi­cer, Ti­tan Watches and Ac­ces­sories.

For­mal re­search was con­ducted with an ob­jec­tive to un­der­stand the mod­ern man and his world their likes and dis­likes, the way they con­duct them­selves, and the cre­ative brief em­anated from that. The tar­get group for the brand is be­tween the ages of 25-35 liv­ing in ur­ban/semi­ur­ban towns.

Con­cep­tu­alised and cre­ated by Ogilvy - Ban­ga­lore, the cam­paign is

“The real man to­day is work in progress and the brand aims to cre­ate a world where he can truly ex­press him­self.” SU­PARNA MI­TRA

pro­duced by Sto­ry­tellers Pro­duc­tion. The ad film is di­rected by Arun Gopalan.

BREAK­ING STEREO­TYPE

Peo­ple still re­mem­ber, and eas­ily re­call, Ti­tan’s ‘#TheTi­tanMan’ cam­paign, re­leased in 2015, which tried to por­tray the quin­tes­sen­tial new-age man us­ing the age-old for­mula of woo­ing the op­po­site sex with a par­tic­u­lar prod­uct. Ever since, the brand re­leased ad films such as Ti­tan Raga ‘#BreakTheBias’ (re­leased in 2016) and ‘#MomByChoice’ (re­leased in 2017) - aimed at break­ing stereo­types. In fact, Tata Pravesh - a door brand from the house of Tata - re­cently re­leased an ad film ti­tled #StrongLikeMom, po­si­tion­ing the woman as strong as steel.

We asked if any ground work was con­ducted to un­der­stand and roll-out a cre­ative com­mu­ni­ca­tion with a dif­fer­ent per­spec­tive for the ‘#BeAS­port’ cam­paign as well.

“Ti­tan has never ap­proached hu­mour or wit as a tone for the brand. With this cam­paign, for the first time, we de­cided to keep a lighter-witty tone for the cam­paign,” says Aza­zul Haque, chief cre­ative of­fi­cer, Oglivy.

“Brands nowa­days want an ‘A for Ap­ple’ kind of fool-proof com­mu­ni­ca­tion. So, agree­ing to do a clever cam­paign also means to ques­tion the way In­dian ad­ver­tis­ing has be­come of late. By de­sign, we avoided soppy sto­ry­telling. A thor­ough be­hav­iour study of the tar­get au­di­ence was done that made the cre­ative team come up with a cam­paign that not just ques­tions the male stereo­types but also the ad­ver­tis­ing sto­ry­telling stereo­types. It’s a bold, in­tel­li­gent and witty cam­paign that re­flects the mind­set of the ‘New Man’,” he adds.

‘#BeAS­port’ is a two-phase cam­paign - the first phase, which is cur­rently on air, will con­tinue un­til mid-Novem­ber, and the sec­ond phase will be launched in De­cem­ber. “We’ve fo­cused on high affin­ity prop­er­ties such as sports, movies and news with a mul­ti­me­dia ap­proach of TV, DTH, cinema and dig­i­tal,” in­forms Mi­tra.

Speak­ing about the chal­lenges in ex­e­cut­ing the cam­paign, Haque says, “It was a com­pli­cated brief as we needed to re­de­fine man and let the brand take on mas­culin­ity. We used sports as the con­text since Ti­tan Oc­tane is a sporty look­ing watch. So, mar­ry­ing the two was a task. But ‘Be A Sport’ beau­ti­fully did the job as it de­fines the thought, and has the sports con­nect.”

WELL EX­E­CUTED?

Ac­cord­ing to Ab­hik San­tara, CEO, Fa­mous In­no­va­tions (North), the for­mat of the ad is not new, and there­fore may have some vis­ual sim­i­lar­ity in the style of nar­ra­tion and sto­ry­telling - but the ideas are very dif­fer­ent. He says, “Ad­ver­tis­ing and brands have cre­ated the im­age of a unique kind of ma­cho man, and the way Ti­tan is turn­ing this on its head is fairly in­ter­est­ing.”

He adds, “The prod­uct is fairly well in­te­grated - it’s a sporty watch but not for teeny­bop­pers. So, I can per­fectly see it be­ing re­lat­able to young job­bers. Sonic brand­ing of the tune could have been there, but I think even with­out it, it is very well branded.” ■

Con­cep­tu­alised by Ogilvy - Ban­ga­lore, the cam­paign is pro­duced by Sto­ry­tellers Pro­duc­tion.

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