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‘Stay new’, says Titan’s OOH campaign

The creative agency for the outdoor is O&M, while the execution agency is Adz Edge

BestMediaInfo Bureau | Delhi | October 4, 2011

To capitalise on the festive season, when gifting is a prominent cultural trait, Titan has launched a new collection of watches. And to support the new rollout, the creative agency, O&M, has executed an OOH campaign across various cities.

In Mumbai, the campaign has been executed by Adz Edge, with the objective of taking the brand to a new high this festive season amongst the existing target audience and also rope in new consumers who believe in making a style statement.

To accomplish the objective, research work involved mapping of stores, identifying the target audience, and adopting specific strategies to get the desired reach. To build frequency and reach, public utilities, landmark billboards, store specific media vehicles and bus shelters were considered in sync with the mapping and strategy.

The hoardings with the various models of the new watch range along with the body copy ‘Stay New’ have been put up at various locations in a time span of 14 hours.

“Our strategic approach towards the campaign, right from the brief given to us and using proper planning technique, made all the difference and hence gained the confidence of the client. We understand the challenges ahead of us to deliver seamlessly and we are confident of doing that,” said Anirban Ghosh, Senior Vice-president, Adz Edge.

Titan's newly introduced range is the highlight of the first phase of the outdoor campaign. The second phase revolves around repositioning the brand with a fresh creative.


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