afaqs!

Ogilvy to grab eyes for Titan Eye+

By Neha Kalra , afaqs!, New Delhi | In Advertising
Published : August 20, 2009
After handling the creative duties for Titan Watches for 22 years, Ogilvy has won the second brand under the Titan banner

In a multi agency pitch, Ogilvy has bagged the creative duties for Titan Eye+, which is the second brand from the Titan stable in its basket. afaqs! reported about the pitch last month when the two year old eyewear brand began its hunt for a new creative partner.

Vandana Bhalla, marketing head, Titan Eye+, confirmed the news to afaqs!.

For the uninitiated, Ogilvy has handled the creative duties for Titan Watches since the launch of the brand 22 years ago.

One obviously wonders if the agency was able to gain an upper hand due to the long relationship it has shared with Titan Watches. Talking about the new win, Prateek Srivastava, group president, south, Ogilvy, tells afaqs! that the categories Titan operates in require a different kind of understanding for each. Primarily because of this reason, a pitch was called for the new business.

"Although we handle the watches account, we are well aware that the eyewear business has different parameters of functioning," says Srivastava.

McCann Erickson Bengaluru was the creative custodian of Titan Eye+ since the brand entered the market in March 2007. Lowe Lintas is the creative partner for Titan Fastrack.

Titan Eye+ has predominantly been advertised in the print medium through newspapers and magazines. A television commercial was put in place for the brand, but was not aired due to financial constraints.

Titan Eye+ is has about 70 stores across selective cities in the country. It is learnt that the store count is expected to be taken up to about 300 (almost as many Titan Watches outlets), which could allow Titan Eye+ to utilise mass advertising and thus take up television advertising. Other product lines for Titan - watches, jewellery and accessories - already see a considerable level of advertising throughout the year.

Titan Eye+ is the third line of consumer business from Titan Industries. The first of the businesses, Titan Watches, commenced operations in 1987 as a result of a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation (TIDCO). In 1994, Titan Industries diversified into jewellery.

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