The size of the business is around Rs 8-9 crore. The media duties for this new brand have been aligned with Maxus, which also handles the other Titan brands
Bates Enterprise, Bangalore, has bagged the creative duties for Titan’s new high-end watch brand, Xylys (pronounced Zai-lus). The size of the business, according to Manoj Tadepalli, head, marketing, Titan Industries, will be around Rs 8-9 crore in the launch year. However, the media spends are expected to shoot up by next year.
Maxus is the media agency-of-record (AOR) for all the Titan brands. The new brand Xylys, too, has been aligned with Maxus.
Incidentally, Enterprise Nexus has been handling World of Titan (Titan retail and showrooms) for the past 10 years. Tadepalli says, “We have known Mohammed Khan for a long time, and there is a high comfort level that we share with the agency. With the way Enterprise has handled World of Titan for us, we knew that it could do the job for this brand as well.”
In fact, Enterprise Nexus, even before the formation of Bates Enterprise, was involved with Xylys right from the product inception stage.
The media mix for the campaign will involve a heavy use of television, which Tadepalli claims hasn’t been fully tapped by other high-end watch brands. Besides, print and outdoor would also be extensively used in the media plan. The company is also planning various events for the launch of the brand.
The brand was launched in New Delhi yesterday and will be launched in Mumbai on February 23. Xylys is priced between the range of Rs 10,000 and Rs 35,000.
For the record, O&M handles the main brand, ‘Titan’, along with Titan Raga and Nebula. Lowe handles the other three Titan brands – Sonata, FasTrack and Tanishq.
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