Bates Enterprise awarded creative duties of Titan’s new brand, Xylys

Bates Enterprise awarded creative duties of Titan’s new brand, Xylys

Author | Noor Fathima Warsia | Wednesday, Feb 22,2006 9:04 AM

Bates Enterprise awarded creative duties of Titan’s new brand, Xylys

Titan Industries has awarded the creative duties of its new brand Xylys to Bates Enterprise. The development was expected given Titan’s relation with Enterprise Nexus for ‘World of Titan’. Titan officials inform that the size of the business is in the vicinity of Rs 8 crore. The brand’s media duties will be handled by Titan’s media AoR, Maxus.

As is known, Enterprise Nexus, which merged with Bates to form Bates Enterprise, has been working with Titan for almost 10 years now. The agency has played a key role for Xylys right from the beginning. The creatives for the campaign are ready and would be unveiled to the media on February 24, 2006.

Speaking more on this, Manoj Tadapelli, Head-Marketing, Titan Industries, said, “We are sure that Bates Enterprise would do a great job of creating a distinct identity for Xylus. We have planned quite a lot in terms of marketing activities around the new brand.”

Among the other agencies on Titan’s creative roster, O&M handles the main brand, Titan, in addition to Titan Raga and Nebula, while Lowe handles other three Titan brands, Sonata, FasTrack and Tanishq.

Xylys enters the premium watch segment in India, which is presently dominated by well-known European brands. The brand was unveiled by international supermodel Saira Mohan, one of the brand ambassadors for Xylys, in the New Delhi on Tuesday. The premium watch market, which is estimated to be growing at over 20 per cent annually, is expected to witness phenomenal growth in future. Through Xylys, Titan aims to redefine the entire premium watch segment.

Speaking more on the new brand, Bhaskar Bhat, Managing Director, Titan Industries, said, "This launch is one of the most significant for the company as Xylys addresses the discerning globalised customer. We have placed this brand at the uppermost end of the market. We are confident that Xylys will change the dynamics of the premium watch market in India. A whole new set of customers will aspire to buy premium watches, thereby growing this segment.”

Explaining the strategy behind launching the premium brand, Bijou Kurien, COO-Watches, Titan Industries, said, “Xylys has been created for the new generation achievers who go beyond the obvious. Xylys reflects their values, attitudes and unique personal identities.”

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