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Titan initiates creative pitch for upcoming product

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | June 05, 2012
The pitch is for a yet-to-be-launched grooming product and is currently underway in Bengaluru.

Tata Group's Titan Industries is on the lookout for a creative agency. The pitch, which is still in its initial stages, is underway in Bengaluru.

Industry sources close to the process have confirmed the news to afaqs!. It is learnt that the search is on for a creative agency for a new product offering from Titan Industries. At this point in time, agencies are very tight-lipped about the product category that this new brand falls under. Sources, however, inform afaqs! that broadly speaking, the product lies within the grooming space, a segment that Titan currently has no presence in.

Titan

The product is slated to be launched in the market within the next five-six months. Titan's media spend for the launch campaign is pegged at Rs 5-8 crore, as per market estimates.

The grooming product will be targeted at young adults (both men and women) in their twenties, who are on the threshold of professional life.

Several prominent creative agencies are a part of this pitch. Some have even started receiving creative briefs from the team at Titan. While the product does have a working title as of now, the winning agency will be required to partner the Titan authorities to come up with a marketable brand name for it. The agency will also be responsible for the launch campaign and brand strategy for the product.

Titan is currently present across segments including time products (watches, clocks), jewellery, eyewear, and also has a precision engineering division.

Some of the popular brands under the Titan umbrella include Fastrack, Tanishq, Xylys, Titan Eye+, Titan Raga and Sonata, amongst several others.

Several creative agencies have been involved with the creative duties of Titan's brands in the recent past. For instance, Lowe Lintas & Partners has worked on the communication for Fastrack, Wieden+Kennedy has worked on Xylys, and recently, Ogilvy India conceptualised an ad campaign (featuring brand ambassador Aamir Khan) for Titan's new watch range called the HTSE (High Tech Self Energised).

Maxus is the media planning and buying agency on the Titan account.

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