DY&R has bagged the creative duties for Titan's Swiss watch range, Xylys, after a multi-agency pitch, which took place in December 2007.
Bates is the incumbent agency on the business, and has been handling the creative duties for the brand since its inception in February 2006. The brand's media duties will continue to be looked after by Maxus. The company called the pitch because it was looking for a fresh perspective on the brand.
Titan has planned an ad spend of Rs 6 crore for Xylys, as compared to Rs 5 crore last year. It is still working on its media plan. Mitra reveals that television will play a significant role in the media mix.
Minakshi Achan, executive vice-president and executive creative director, South operations, Rediff, says, "The brand has great potential; our duty will be to give brand Xylys direction."
Xylys is targeted at people who are, or aspire to be, supremely confident and conscious of the image they project. The brand is endorsed by actor Rahul Bose, international supermodel Saira Mohan and Spanish tennis champion Carlos Moya.