Xylys, the Swiss-made watch brand from the Titan stable is looking for a new creative agency. The pitch is currently underway in Bengaluru. The process was initiated around two-to-three weeks back.
Suparna Mitra, global marketing head, Titan Watches, has confirmed the development to afaqs!
afaqs! has also learnt that around five-to-six agencies are currently in the fray for the account. Presentations are being conducted and assessed. The pitch process is expected to yield results in a month's time.
Following the launch, the authorities on the Xylys account decided to re-invigorate the brand imagery and give it a stance that will help establish a better connect with its target audience. Around August last year, a brand campaign did just that by communicating a simple story around the watch, while reinforcing the brand's new and enhanced positioning. The ad campaign was driven by television, print and digital platforms, and spoke about 'Obsessive Desire' -- the story of a Xylys owner being obsessively possessive about his watch. The brand's tagline since then has been 'You don't possess a Xylys, it possesses you'.
The range of Xylys watches is presently available in three collections -- Contemporary, Classic and Sport. It offers more than 100 unique models to consumers.
The incumbent agency on the Xylys account is Rediffusion-Y&R. The agency has been handling the creative mandate for Xylys since the first quarter of 2008. Prior to Rediffusion, the creative agency on the account was Bates; the agency was handling the creative duties for the brand since its inception in February 2006.
There is no change on the media planning and buying front; the media AoR (agency of record) continues to be Maxus.