BAD EYES - AUTO by Ogilvy & Mather Mumbai for Titan Eye

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BAD EYES - AUTO

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Industry Prescription Eyewear
Media Design & Branding
Market India
Agency Ogilvy & Mather Mumbai
Executive Creative Director Joono Simon
Designer Vinci Raj
Photographer Kumaran Photography
Illustrator Senthil Kumar
Released November 2011

Credits & Description

Category: Illustration
Advertiser: TITAN INDUSTRIES
Product/Service: TITAN EYE PLUS
Agency: OGILVY & MATHER
Executive Chairman/Creative Director/South Asia: Piyush Pandey (Ogilvy/Mather)
National Creative Director: Rajiv Rao (Ogilvy/Mather)
National Creative Director: Abhijit Avasthi (Ogilvy/Mather)
Executive Creative Director: Joono Simon (Ogilvy/Mather)
Sr. Creative Director: Shamik Sen Gupta (Ogilvy/Mather)
Copy Writer: Piyush Pandey (Ogilvy/Mather)
Art Director: Vinci Raj (Ogilvy/Mather)
Illustrator: Senthil Saravana Kumar
Designer: Vinci Raj (Ogilvy/Mather)
Photographer: Kumaran
Media placement: Sticker - Transport/ Goods Vehicles - 27-November-2011

Describe the brief from the client
The brief was to establish Titan as a provider of prescription eyewear and deliver this message to the Indian masses.

Describe the challenges and key objectives
Titan is well known as a watch company - to establish their entry into the prescription eyewear segment, one of the challenges was to create a communication campaign that was exceptionally high on visibility and approachable to the largest possible mass of potential customers.

Describe how you arrived at the final design
The uniquely sylised art that is commonly seen behind Indian transport and goods vehicles was chosen for its approachability and familiarity to our audience. The tone of the communication reinforced this familiarity. The medium of vehicles also amplified visibility and reinforced the relevance of good eyesight to viewers.

Give some indication of how successful the outcome was in the market
Within a month of the campaign launch, Titan Eye Plus stores saw a dramatic 25% increase in footfalls. The word-of-mouth buzz generated by the campaign has increased brand knowledge and recall across demographics - on par with the best known competitive brands in the Indian market.