The campaign was launched across Mumbai during the festive season
BestMediaInfo Bureau | Mumbai | October 13, 2011
Through the outdoor media campaign of Adz Edge launched during the festive season, Titan 'RAGA', an exclusive watch brand for women, aims to widen its appeal amongst Indian women who believe in style quotient by announcing their association with Bollywood diva Katrina Kaif to play a key role in shaping the brand communication.
The potential in the woman's segment is huge as watch penetration amongst SEC A/B women is still very low. A brand ambassador like Katrina Kaif who portrays beauty, femininity and sensuality with style will help make the watch a desirable accessory amongst women. Considering all these factors and the creative impact of the brand Titan 'RAGA', Adz Edge identified and mapped the TG areas in Mumbai and also used various research data to select media and create the hype and buildup among the audience as a strategy for the outdoor campaign. The medium used for the campaign ranges from large format billboards, Bus shelters and mobile vans. Large hoardings are aimed at building the brand and are placed alongside Western Express Highway, Link road and S.V road in Mumbai while bus shelters are more localized, giving out nearby dealer information and encouraging walk-ins. Special efforts have been taken to devise this campaign as each outdoor format plays a different and major role in the campaign.
Anirban Ghosh, Senior Vice â President Adz Edge said, âTitan needs no introduction. It gives us immense pleasure and satisfaction that Adz Edge is associated with the most popular brand in the country. Â We understand the challenges ahead of us to deliver seamlessly and we are confident of doing that. The proper planning technique and the strategic approach towards the Titan 'RAGA' campaign made all the difference.â
Titan Industries is Indiaâs leading producer and retailer of watches and jewellery, and is credited with changing the face of the Indian watch as well as the jewellery industry products to suit various consumer preferences. Its products are recognized for innovation in design, quality and reliability.