It was in 2005 that Thierry Huron, Director of Marketing, Tag Heuerm had said that the “Internet is already fully integrated into our marketing strategy”. Approximately three years later, Tag Heuer goes digital in India. The economic slowdown is compelling marketers to optimally use the Internet to connect with their TG.
This week, Bollywood actress Priyanka Chopra and a Tag Heuer brand ambassador, launched its Carrera collection. Also, Tag Heuer has recently unveiled a ‘subtle’ online campaign. One gets to see a prominent logo of the super luxury watch brand displayed on select web portals. Manmeet Vohra, Marketing Director, TAG Heuer, admitted, “We are severely affected by the financial crisis, especially in the US markets, following which we will keep a tight watch on our advertising spends. We have brought down our advertising spends considerably.”
The subtle online initiative by Tag Heuer will run for 30 days. The company has displayed an analog clock with its logo telling corporate executives to ‘tag’ with Tag Heuer time. Harkirat Sandhu, Group Head, Zed Digital, the digital arm of ZenithOptimedia, who conceptualised and created the subtle advertising strategy for Tag Heuer, said, “The client wanted to want to touch base with its audience in a subtle and sophisticated way. TAG Heuer has done display advertising in the online medium for the first time in India. It also counts because super luxury clients rarely advertise on the Net here.”
Further elaborating on the online strategy Vohra said, “This is the first time in India that we have started an online campaign. Here, we have handpicked a few Internet portals such a Business Standard, Google, Moneycontrol, MSN Lifestyle and so on. Our strategy is to target more youngsters, especially from the corporate world.”
It is not the first time that a super luxury brand has gone digital in India. “I remember Audi had also run successful online campaigns. Internet is niche in India. It is a powerful medium to narrow down your defined targeted audience,” remarked Vivek Srivastava, Joint Managing Director, Innocean, which has just launched its digital offshoot in India, IWI Digital. He further said, “From the Indian point of view, we are still to awaken to the potential of the Internet.”