Titan is out with a new watch range called the HTSE (High Tech Self Energised), and is positioning it as the watch that can be charged by any light source, be it direct or diffused sunlight, indoor lighting, or even by candle light. The idea is to woo the target group with the superior technology, which lends the watch its unique feature.
The commercial created by Ogilvy India and produced by Footcandles, has Titan's brand endorser, actor Aamir Khan, in a new avatar. A representative of the target group himself, Khan plays the role of a man who is 'on to something' that no one else knows -- a secret project of sorts.
"We briefed Ogilvy to come up with communication that plays around with the concept of light in some form, to appeal to the contemporary youth," says Chawla. One had to be careful not to intimidate consumers with too many features and technical details. The point is to create intrigue and interest to induce trials at the store level.
Apart from television, print and outdoor, online and on-ground activities are also being leveraged. In the digital medium, apart from the regular banner advertising, contests on social media and a microsite have been created to engage the youth and get them to sample the watch.
Direct mailers are being sent to Titan Signet Club members -- which is Titan's loyalty programme comprising 1.5 million active members who are frequent shoppers. Of these, those aged 35 years or below will be targeted specifically, with mailers for engagement. Furthermore, loyalty programme databases of retail partners such as Shoppers Stop will also be leveraged.