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Titan launches ‘Aviator’ as a tribute to JRD Tata’s maiden flight

09-March-2007
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Titan launches ‘Aviator’ as a tribute to JRD Tata’s maiden flight

Titan Industries has unveiled its new watch collection – ‘Titan Aviator’. Brand ambassador Aamir Khan will be the face of this new series as well. The communication plan for the new range would largely include print and outdoor media.

Harish Bhat, COO, Titan Watches, said, “The Aviator series is one of the finest range of watches from the Titan portfolio. The TG we are focussing on is the 25-40 age group, who are excited about aviation.”

He further said, “The unique design story behind each of the watches make this the perfect collection for someone seeking a unique sense of style. 2007 is the year of the 75th anniversary of J R D Tata’s first flight in India. The Aviator series is inspired by his pioneering spirit and is Titan’s tribute to India’s Aviator number one.”

Priced between Rs 4,000 and Rs 7,000, the Aviator series, a collection of 20 designs, will be available at World of Titan showrooms, department stores and select multi-brand outlets across the country.

Maxus would handle media for the Aviator series, while the creative agency is O&M. The marketing of the new series would be carried out in nine key markets across India.

Ajoy H Chawla, Business Head, Titan, said, “The challenge is to be able to reach out to people who are excited about aviation. There are a lot of media options available today to reach out to the global Indian.”

Chawla added that the company aimed to have the campaigns seen across airport corridors and flight magazines. “Having said that, reaching people who are really moved and long for the romance of aviation would be the challenge because there aren’t too many media options targeting the aviation sector,” he pointed out.

The creative challenge is to ensure that the idea remains through the product and showcases clearly the link with aircraft, from where the design inspiration has come. “The watch unfortunately is much smaller than the aircraft. So, the creative challenge was drawing that link and yet ensuring that the product gets highlighted,” Chawla added.

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