The one minute fifteen seconds commercial is conceptualized by Lowes Lintas and directed by Deepak Thomas, Lucifer Circus Productions. The advertisement shows three senior citizens discussing what they get as a gift for the girl who helped them during these tough times and ends up giving her a Vighnaharta pendent. The commercial is layered with a beautiful voice that explains the bond between Lord Ganesh and the people.

“This Ganesh Chaturthi, we choose to focus on the Vighnaharthas in our lives. They say god comes in many forms and more often in the form of a man. This catastrophe has seen the resurgence of humanity as a force. People came together to fight the multitude of challenges this pandemic & lockdown posed, new relationships of care and concern were forged, in small yet significant ways people reached out to help within their community, neighborhood, & country at large. This film is a tribute to all those Vighnaharthas in our lives. This moment also inspired our team of designers to craft a collection of Ganesha pendants as a prayer to the Remover of Obstacles,” says Ranjani Krishnaswamy, General Manager, Marketing, Tanishq, Titan Company Limited.

Puneet Kapoor – Regional Creative Officer, South, Lowe Lintas said “The film celebrates compassion, care, kindness and grace that we see all around us with the many people who channelize the divine aspect of Vighnaharta in our lives. This story is of one such Vighnaharta told in a very interesting way that nudges us to notice such beautiful people around us, and express our appreciation and gratitude towards them. Borrowing from that very spirit, a great appreciation for the collaboration between Team Lowe Bangalore and Lucifer Circus.”

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On that note, Titan has launched a new campaign #LetsGetIndiaTicking as India’s unlocks itself from this lockdown. The ad shows how every purchase helps India get back to its feet. The one-minute commercial has been conceptualized by Lowe Lintas, Bangalore.

The advertisement starts with a mother and her kid visiting a Titan showroom where the kid purchases her own birthday gift under the safe transaction. It also shows a series of shops opening up and functioning as we return to “new normal” scenarios. Titan’s iconic soundtrack is made with the sounds of various properties that are used in shops and billings to show that the economy is in progress. It ends with a note that “Every time we buy something, we get India ticking.”

“Many economists have spoken of the need to revive the demand side of the economy. This is where we felt our vast repertoire of experience in brand communication can serve a larger purpose #LetsGetIndiaTicking is the germination of that seed of an idea, which we hope transpires into a movement and a clarion call to revive livelihoods and the economy,” says Suparna Mitra, CEO of Titan Company Limited.

Commenting on the campaign, Virat Tandon, Group CEO, MullenLowe Lintas, said: “The intricate connections between moving parts create a symbolism between the country’s top watch brand and the economy. Our Bangalore team was quick to both discover this link and weave it in with Titan’s iconic signature music, to create a symphony.”

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Due to this pandemic, there was a sudden halt in our regular lives. The lives of daily wage workers were deeply affected in these critical times and due to lack of income, they were struggling to make their ends meet. With this initiative, workers can choose their job based on their location and their skills.

The users could access the Kaam Wapasi mobile site and in case of a lack of smartphones, they’ve also provided an IVR solution. To know more about the venture, users can give a missed call to 1800-202-44-88 or access the official website www.kaamwapasi.com

“After all that they’ve been through, migrant workers aren’t ready to return to cities without a sense of clarity and control. They need active projects to return to. Unfinished projects, on the other hand, need workers to restart. Kaam Wapasi is a creative tech intervention to help resolve this stalemate. By connecting migrant blue-collar workers with projects in various cities, we hope to accelerate the unlocking of the Indian economy,” said Prateek Bhardwaj, COO of Lowe Lintas.

The initiative is also supported by brands like Zee Network, Bharti Airtel, Axis Bank, Radiocity and Razorpod. The platform now offers jobs in construction, restaurants, Logistics and Manufacturing.

Virat Tandon, Group CEO at MullenLowe Lintas Group, said “Creating the technology is just one part of the puzzle for us. We also intend to activate it at scale, and it’s heartening to see so many big brands collaborating with us to deliver that scale. Kaam Wapasi will be accessible to workers across the spectrum and as it grows, we hope that more companies join us in this endeavor”.

With this initiative, they aim to influence the lives of around 1 million workers and also help the employers looking to continue their paused projects.

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