Why Titan ad is so endearing

What I've liked

Here is a TV commercial that manages to do many things at the same time. First, it appeals to almost everyone in The Great Indian Family. Second, it brings two heavyweight screen celebrities into the same frame for an entire 30 seconds without making the film appear too small for both of them. And third, it reinforces the brand proposition, pitching the product quite charmingly.     

I must say that this is a whole lot of achievement for a 30-second spot. The Titan TVC has been on air for some time now, although I hadn't talked about it so far. It did take a while for it to grow on me, and once it did, it has made me quite a fan.

The friendly banter between grandmom and grandson is endearing and has a nice air of aspiration about it. Some might wish they shared the same rapport with their grandparents, and those who already do, relate to it instantly. In other words, it's a film that lets three generations of a family share a little laugh together. At the risk of repetition, in this day and age, that's quite a feat.

Moreover, as is the case with good actors, the spontaneity of Zohra Sehgal and Aamir Khan's delivery makes you forget the vast and impressive repertoire to which they both lay claim. Indian audiences have matured considerably over the past decade, so using celebrities effectively to endorse your product is getting more difficult by the day
(evident in dozens of wasted ads on air).

Gone are the days that a celebrity could commandingly mouth simple one-liners like "I use XYZ, so should you", and hope to promote a brand. Nowadays, a celebrity must be artfully and credibly woven into the brand's story.

What I've learned

I received a curious question in my mail the other day. As I've mentioned before, I write columns in two languages, and this has me conversing with people from across a wide spectrum of life. I am always intrigued by some questions, and this one, I've decided to throw out in public.

The question I was asked was: "Why do you write what you do write? And who exactly is it meant for?"

To answer the second question first: I write for everyone who reads that particular newspaper, and this includes casual "glancers", you know, like when you're waiting at the doctor's reception or hotel lobby and you try to while away time. Yes, my column is aimed at all those whose gaze falls upon it.

Now to get to the more important question: why do I write what I do write?

Here's the reason. I have been fortunate to have led a life where I have interacted, worked with and learned from some of the finest brains in the country. 

I have had many critical lessons in life as head of an advertising agency which was India's youngest and fastest growing at the time. So at the end of this extremely rich and enlightening phase, it was only natural that many people wanted me to share my personal experiences with them. The remarkable facet of my Larning was that one of my main gurus, Dhirubhai Ambani, was such an extraordinary human being.

Although during the early days many were reluctant to acknowledge his phenomenal qualities, a few of us were lucky, as he was truly a university all by himself. He taught us things that no book could effectively communicate, and he drove it home like no other teacher could. So the only way I can pass on my learning is by reliving the various incidents that gave me these valuable insights.

So what you read in these columns are actual slices of life, and not just passages of wisdom that I have culled from various enlightened sources.

So with every little anecdote or encounter that I relate, I hope that my hands-on experiences will save you from the trial of going through the lesson yourself. Here's hoping that "What I've learned" will eventually turn out to be "What we've learned"!

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