JWT bags Titan's fragrances business

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | September 21, 2012
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The agency's Bengaluru office will work on the account.

JWT has bagged the creative mandate for Titan Industries' upcoming fragrances business. The agency's Bengaluru office will handle the account.



Highly placed market sources have confirmed the news to afaqs!.

The win is the result of a closely fought multi-agency pitch that was initiated around June this year. The pitch saw the participation of five to six leading creative agencies, including those that handle the creative duties for some of Titan's other products.

The upcoming fragrance product will mark Titan's entry into a category that the company does not have presence in so far. This fragrance product is slated to be launched in the market within the next five-six months. Even the upcoming ad campaign for the brand will be released after five-six months.

JWT will work on the launch campaign and brand strategy for the product. The agency will also be required to partner the Titan authorities to come up with a marketable brand name for this product.

Sources further inform that the product will be targeted at young adults (both men and women) in their twenties, who are on the threshold of professional life. Titan's media spend for the launch campaign is pegged at Rs 5-8 crore, as per market estimates.

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.

Recently, JWT won the creative mandate for Louis Philippe, the premium apparel brand from Madura Garments.

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