In order to cater to the growing 'uber cool' quotient amidst children today, Titan has finally forayed into the kids' watches segment with the launch of Zoop, which will soon be made available in 1,200 outlets across 140 cities in India. Zoop targets boys and girls falling in the age group of 5-12, belonging to urban India (SEC A). Apparently, there are 14 million children in India in this segment -- a vast potential for Zoop, considering the largely unbranded/unorganised nature of the kids' watches market.
For Titan, this foray was the logical next step, after having established and enjoyed a strong equity in the adult watches market. After research on over 200 children, it was discovered that children want specific features and designs in their watches, but often have to settle for what their parents deem fit for them. Zoop hopes to take into account a child's point of view, as opposed to an adult's view on kids' watches.
According to Shyamala Ramanan, senior marketing manager, Titan Watches, watches are most definitely a style statement, even amidst such a young audience, which also wishes to flaunt new styles and accessories amongst peer groups. "There is huge untapped potential here for an organised player to capture the market, which is where we saw the opportunity," she says. The brand name 'Zoop' was arrived at after research -- it was found to be "easy on the tongue"; and yet, possessing a sense of vibrancy.
Zoop is positioned on the premise, 'Be a Star', which takes off from 'Be More' -- the mother brand, Titan's positioning statement.
A TVC for Zoop, created by Ogilvy Bengaluru, revolves around a boy who wants to be perceived as 'cool'; and to complete his look, he lacks only one thing -- a cool watch. He goes on to outsmart his elder brother, by cooking up a story and managing to usurp his watch in the process.
Vipul Thakkar, senior creative director, Ogilvy Bengaluru, says, "The 'little adults' positioning hasn't been explored to its fullest potential in this category. Besides, the first watch a child ever owns is precious to him/her, and Zoop hopes to address this segment." This, especially as today's child wishes to make his or her own individual choices across several product categories, including watches. "Zoop speaks to a child in his own language, without patronising; and also acknowledges the star in every kid," Thakkar adds.
'Be a Star', he adds, isn't about winning reality shows or participating in singing competitions; but is more about a child's self-confidence and being acknowledged for his strengths, no matter where it may lie. It's about the kid being aware of his own smartness. "Therefore, our commercial doesn't address parents; Zoop directly talks to children," says Thakkar.
Apart from television, a print campaign will showcase the variety of Zoop watches. Contests and other activities will be launched in more than 200 exclusive World of Titan stores across India, as well as in other large format stores. Activations in malls and other BTL activities in multiplexes and theatres have also been planned, particularly when a children's movie is playing in cinema halls.
Outdoor will be leveraged in select cities; and school contact programmes are on the anvil from June onwards (once schools reopen), for creating engagement. Presently, plans are on to tie up with summer camps across the country and launch contests therein, such as quizzes, games, essay competitions, and 'Paint-a-dial' contests. These will be held at the regional level.First Published : May 18, 2010