Titan HTSE: Twisted creative

The TV commercial for a new range of ‘High Tech Self Energised’ watches appears like a crazy scientific experiment gone wrong

Titan has launched a brand new range of watches called HTSE. This apparently stands for 'High Tech Self Energised'. Quite a mouthful, that. Can't imagine going to a Titan showroom and asking for HTSE. Most likely I'll end up asking for HSBC. It would have been sensible to coin a pithy, sharp name for the range.

Anyways, what's special about an HTSE watch is that it can be charged by a light source. This would kill the need for constant battery replacements. And Titan has, as expected, used actor Aamir Khan, their brand ambassador, to do the honours in the commercial.

But the ad leaves you pretty confused and disinterested. Because it's a convoluted story. Aamir bhai (sporting the rich moustache he's grown for his next flick) surreptitiously goes about stealing electricity from different light sources. Table lamp, car tail light, candles, mobile phone, etc. And he stores this 'white liquid energy' (that's the way it's been strangely picturised) into a bottle. Khan then stores all this chemical stuff in a bottle. Later, he transfers this energy into a box containing the Titan HTSE watch. Which helps it get charged.

I suppose the creative strategy is to create some sort of intrigue and aura around the watch. But the problem with this treatment is that even if you get a bit curious on first exposure, repeat exposures leave you sleepy, despite all the light sources featured in the commercial.

With a talented actor like Aamir on the payroll, what was the need to create such a twisted tale? Where was the need for light energy being transferred into bottles, stored, and then injected into the watch? All this pseudo scientific nonsense makes the commercial appear like a laboratory experiment rather than a sci-fi thriller (which might have been the original intent).

To my mind, charming, humorous commercials can be made with a watch that feeds on light. A task made easy with the actor already in the house.

Well, all I can say is that it's a crazy scientific experiment gone wrong. Back to square one.

No doubt, it's an innovative product, and should catch the gizmo obsessed youth's imagination. But first, the advertising needs to catch their fancy. Also, while they re-do things, might be a good idea to find an energetic brand name as well. I certainly shan't be able to recall HTSE. Even if I go drunk on electrolytes.




5 years ago

I think u r d only person in this world who didn't like this ad and found it a scientific experiment.... It's one of the most brilliant ads of this year atleast....


5 years ago

i think it's a brilliant ad.


5 years ago

Thakraney's comments make for nice reading. But, it is not such a bad advert.

Thakraney should write about those TV adverts which feature astonishingly precocious children advising adults on insurance, banking, air-conditioners etc...


5 years ago

No, the ad need not be looked at in such critic ways. Aamir takes some light, pours it into his watch, and it starts working! I never see it as anything scientific..

Anonymous,I'm sorry i don't want to revel my name!

5 years ago

Dude get a life ?
If you don't understand what..
exactly the commercial..
is about..
stop commenting on it ?

People with a low iq..
shouldn't even be..
writing blogs =]


Rishabh Jain

In Reply to Anonymous,I'm sorry i don't want to revel my name! 5 years ago

i agree wid d abve person
ad is jst awesome..
ive never seen such a fanatstic ad
n yea d watch(quadrant) is way too awesome..goin 2 buy it this friday


In Reply to Rishabh Jain 5 years ago

I agree too!!!! Dumbass! if you dont understand the comercial, shut up!!!

There are lot of things covered about the watch there!!! Light from table lamp, brake lamp, decorative lamp is enuf to run the watch!!! swimming pool also shows about how water resistant it is and how even the swimming pool light can be used to recharge!!!!

Poor show by manufacturing, mining drags IIP growth down to 5.6% in May

Manufacturing in May grows by just 5.6%, mining a poor 1.4%; factory output for April revised downward to 5.7% from earlier 6.3%

New Delhi: The country's industrial growth fell to 5.6% in May this year, the slowest in nine months, from 8.5% in the period a year ago, mainly due to poor performance of the manufacturing and mining sectors.

Factory output in April, as measured in terms of the Index of Industrial Production (IIP), has also been revised downward to 5.7% from the earlier estimate of 6.3%, as per the new series with a base year of 2004-05.

According to data announced by the government today, industrial growth in April-May this year averaged 5.7%, compared to 10.8% in the corresponding period last year.

The latest data is further confirmation that high inflation and a tight monetary policy by the Reserve Bank of India are putting the brakes on the economic. But with inflation hovering at about 9%, it is widely expected that the RBI will hike rates further this month, which would be the 11th increase since March 2010. The recent rise in fuel prices is also expected to push inflation up further.

The stock market slipped further in afternoon trade after the release of the IIP data. Both the benchmark Nifty and the Sensex were down by nearly 2% at about 1.30pm.
The manufacturing sector, which accounts for over 75% of the total weight of the index, grew by just 5.6% in May 2011, as against 8.9% in the month last year. Similarly, the mining sector grew by a meagre 1.4% as against 7.9% last year.

Another area of concern was the poor off-take of capital goods, which grew by just 5.9% in the period under review, compared to 15.8% in the previous corresponding period. Thee growth in output of intermediate goods also registered a sharp decline to 0.9% in May from 11.7% in the year-ago period.

Overall, consumer goods saw lower growth of 5.4% as compared to 7.4% in May last year.

The IIP performance for May is even worse as per the old series of index, with a base year of 1993-94, which comes out at 3.6% as against 12.2% in the period last year. The new series with a 2004-05 base was introduced in April.


Prime minister makes minor changes in much-awaited Cabinet reshuffle

Dr Manmohan appoints eight new faces in his ministry, drops seven ministers, keeps key ministries unchanged

Prime Minister Manmohan Singh today completed a much-awaited Cabinet reshuffle, appointing V Kishore Chandra Deo of the Congress and Dinesh Trivedi of the Trinamool Congress as Union Cabinet ministers. According to a list of the new appointments and changes submitted to President Pratibha Patil this morning, steel minister Beni Prasad Verma and environment minister Jairam Ramesh, have been elevated to Cabinet rank from ministers of state with independent charge.

Mr Chandra Deo will be in charge of tribal affairs and panchayati raj, while Dinesh Trivedi will be the new railways minister, succeeding his party chief Mamata Banerjee after she became chief minister of West Bengal. While Mr Verma will continue to be in charge of the steel ministry, Mr Ramesh will now handle rural development.

The new ministers will be sworn in at a ceremony this evening. The Union Council of Ministers will now have 68 members.

The prime minister has not attempted to touch the major ministries of finance, home, defence and external affairs, though there was speculation that he might make substantive changes. No ministries have been given to DMK members in place of A Raja and Dayanidhi Maran who have resigned.

Congress spokesperson Jayanthi Natarajan and Congress chief whip Paban Singh Ghatowar have been inducted as ministers of state with independent charge. Ms Natarajan will be in charge of environment and forests, whereas Mr Ghatowar will see to the development of the northeastern region.

Two other ministers of state who have been given independent charge are Srikant Jena, who will head the ministry of statistics and programme implementation while continuing to be the minister of state for chemicals and fertilizers, and Gurudas Kamat, who now takes charge of drinking water and sanitation instead of home and communications.

Other new faces in the Union Cabinet who have been appointed as ministers of state, are Trinamool Congress chief whip Sudip Bandopadhyaya (health and family welfare), Congress member of parliament from Chhattisgarh Charan Das Mahant (agriculture and food processing industries), Jitendra Singh (home affairs), Milind Deora (communications and information technology) and Rajiv Shukla (parliamentary affairs).

The prime minister has also made changes in some other departments shifting Vilasrao Deshmukh from rural development to science and technology and earth sciences, E Ahamed from external affairs to human resources development, Veerappa Moily from law to corporate affairs, with Salman Khurshid now in charge of the law ministry. Minister of state Mukul Roy has been divested of the railways portfolio and continues to look after shipping.

Dr Singh has dropped five ministers from his Cabinet-MS Gill, BK Handique, Kanti Lal Bhuria, A Sai Prathap and Arun S Yadav-and recommended to the president that the resignations of Dayanidhi Maran and Murli Deora be accepted.


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