Tag Heuer has achieved another milestone in its 150th year. The luxury sports watches and chronograph maker has announced its first ever television commercial for India, which has been shot with brand ambassador Shah Rukh Khan.
This is the first time that the Swiss watchmaker has moved to the Indian television arena, since its launch in India eight years ago. The TVC was shot in August in London by SRK's home production company. The ad, directed by Aniket Shirke, communicates the evolution of the brand through its 150 years in a story telling format, using King Khan as the story teller. The contemporary look of the set brought to life the core values of the brand – style and prestige.
Talking about the shoot, Aniket said, "As someone who is deeply passionate about watches myself, I have always admired this brand. So I was excited to be a part of this project. The brand's international look has always been classic yet contemporary, and my brief was to reflect that for Indian watch connoisseurs through this film. So the treatment of the film – right from the set, lighting and overall art direction – captures the minimalistic, contemporary and heroic feel of the brand and also its values – effortless style, iconic image and a fearless pioneering spirit."
Speaking on the occasion, Jean-Christophe Babin, president and CEO, Tag Heuer, "I'm happy and proud to have Shah Rukh leading this TVC which is the brand's first TVC in the past six years. This is also the first time ever that an ad is chronicling 150-year-saga of watchmaking excellence. It's also an honour to partner with Shah Rukh."
SRK was also personally involved and added numerous inputs to the shoot and the script. At the location, the air was abuzz with excitement as the superstar walked out of his car into the studio.
"It's really nice that we are launching this ad for India and it's been a great experience. I like the aspect that in one shot, we show how many years have passed, how the invention, the precision and working has changed over the years and made the brand a legend. I introduce that history in this TVC," said SRK, who's been the brand's ambassador since 2003.
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