After launching its premium watch brand Xylys, Titan is now all set to unveil its new TVC for the brand, which will hit TV screens from March 4. The ad has been created by Bates Enterprise and will appear on print as well. The new ad features the three brand ambassadors – actor Rahul Bose, supermodel Saira Mohan and tennis star Carlos Moya.
Speaking on the marketing, Suparna Mitra, Head, Marketing, Titan Industries Ltd, said, “Xylys marks Titan Industries’ foray into the premium end of the watch market
and will aim to change the dynamics of this market. Besides a distinct product and pricing strategy, the communication strategy of the brand is represented by a unique positioning of the Power of X, which underlines the power of one’s attitude. The brand will be supported by a high decibel TV advertising not seen in this segment. The focus of the communication will be on the imagery and aspirational aura around the brand to build an emotional connect with customers.”
“Xylys is targeted at a very distinctive target audience and is created for the new generation achievers who go beyond the obvious. Xylys reflects their values, attitudes and unique personal identities. Therefore, the three brand ambassadors were chosen from varied fields and represent the attitude of the new generation achiever and reflect the attitude of living life fearlessly on their own terms with a passion to pursue their dreams,” Mitra added.
The teaser campaign, which is already on air, will give way to the campaign, which will be on for a period of six months in the launch phase. To give the right push to the launch, Titan will pump in about Rs 8 crore for Xylys’ promotion in 2006-07.
Elaborating on the competing strategy for the new brand, Mitra said, “Titan Industries has an enviable record of targeting specific segments with specific offerings and taking a leadership position in each segment. With a world-class combination of product range, distribution, manufacturing and communication, Titan Industries has proved time and again to have delivered. Our rich understanding of the Indian watch market will help us take a leadership position in this new segment targeted by Xylys within the next few years.”