Watch the ad here : Aamir and Titan
Launched in 2002, Edge is positioned as World's Thinnest watch. With a thickness of 3.5 mm, Edge is priced between Rs6000 and Rs.12000 . The brand is targeting Business Executives and professionals. According to a report from Television.com, EDGE has so far sold over 75000 watches in 2006 with a brand sales of over Rs 42 crore . Titan has big plans for this subbrand.
The campaign now on air tries to project the brand as something that will catch the attention. EDGE takes the tagline "More Attention that You can Handle". It is true also , since the watch is definitely going to catch attention ( My boss has one ) and the thin watch will not miss your eye. And as the commercial shows - you will notice it as long EDGE is visible. Although You may feel that the commercial is a usual one, I feel that the idea is from a consumer insight.