McCann Erickson Bangalore has bagged the creative duties for Titan’s new business venture into prescription eyewear. Though the exact size of the business could not be ascertained, a source in Titan Industries disclosed that it would be a tad less than Rs 10 crore.
Titan chose McCann Erickson because it was looking for a fresh perspective for entering this new business category. Based on the earlier works of the agency, Titan decided to bring McCann Erickson on board. The strategy would be to focus on the entire spectrum of communication vehicles available.
Titan Industries already has Lowe, O&M and Bates Enterprise on its roster of agencies. While Lowe handles Tanishq, Sonata, Fastrack (including eye gear) and Titan Shades, O&M handles the mother brand Titan. Bates handles Xylys and The World of Titan.
Media duties for Titan Industries are handled by Maxus, which will also handle the media duties for prescription eyewear. The company has presence in the eye gear segment with its Fastrack range of sunglasses.
Titan is India’s leading manufacturer of watches and jewellery and the world’s sixth largest manufacturer of watches. It manufactures around 7 million watches per annum and has a customer base of over 65 million. The company has manufacturing and assembly operations at Hosur, Dehradun and Himachal Pradesh.