Helios Luxe Signs John Abraham For 'Stories That Deserve Your Time'
Helios Luxe has signed actor John Abraham as the narrator of 'Stories That Deserve Your Time', a campaign that asks shoppers to look past a watch's features to the story behind it. Helios Luxe is a chain of luxury watch boutiques from the House of Titan. The campaign launched on 29 October.
- Brand: Helios Luxe, from Titan Company
- Campaign: 'Stories That Deserve Your Time'
- Narrator: John Abraham
- Agency: Ogilvy India; production by Caffeine Films
The Helios Luxe Films
The lead film opens with Abraham entering the world of Helios Luxe and moving through a series of encounters, each built around one watch. Four brands carry the story: Alexander Shorokhoff as "a story of rebellion disguised as art", Charriol as "an enduring love for the ancient", U-BOAT as "defiance that looks like play", and Auguste Reymond as "mastery that transcends time". A second film features Aigner, Orient Star, Raga by Titan and Titan watches.
The campaign will run as a series: lead films first, then individual brand films, then shorter pieces on design, horology and heritage.
What Titan Said
"Time is the one luxury none of us can buy more of, so anything that asks for it had better be worth it. That's the promise behind this campaign. Most people look at a watch and ask what it does. We wanted to turn that question around," said Rahul Shukla, vice president and chief sales and marketing officer, watches division, Titan Company. "John was the natural choice to tell these stories. He loves machines, understands engineering, and knows that what's inside matters just as much as what you see."
What John Abraham Said
"I've always been fascinated by what makes a machine tick. You look at a watch and see its design, but inside it is a world of engineering, precision, and thought," said Abraham. "A watch tells time, but it can also tell you a lot about the mind that made it."
Credits
The campaign is by Ogilvy India, led by Tithi Ghosh, president and head of office, Ogilvy South, and Puneet Kapoor, chief creative officer, Ogilvy South, with executive creative director Aarti Nichlani. The films were produced by Caffeine Films and directed by Joyeeta Patpatia, with cinematography by Tasadduq Hussain.
Helios Luxe runs 16 boutiques across cities including Bengaluru, Mumbai, Delhi, Chennai, Goa, Chandigarh, Hyderabad, Gandhinagar and Prayagraj, and plans to reach 25 by the end of this financial year.
The film is on the Helios YouTube channel.
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