The wristwatch is no longer a time-telling machine, but has become a fashion accessory. With the changing face of the consumer, watch brands have constantly innovated their strategies and made the products younger to connect with the dynamic consumer.
The watch market in India is synonymous with the brand Titan. Being a leader in the organised retail segment, Titan enjoys a market share close to 65 per cent. The brand has evolved with the right mix of products, pricing, retail environment, and positioning. Close to 40 per cent of the business comes from Rs 4,000 plus price points and the growth rates in the premium segments are more than double the overall growth rate.
Titan has launched a new campaign ‘Tagged by Titan’ targeting the early jobber that reflects their desire to stay connected and do things together. In recent times, when the youth is restless, always on the move and distant from their loved ones, ‘Tagged by Titan’ reflects the importance of staying connected with each other and sharing special moments.
Rajan Amba, Global Marketing and Product Head at Titan Industries said, “We have priced the watch between Rs 2,000-4,000 in leather and steel, targeted at the first time office goers. It is the first time foray into this segment and we hope to see tremendous results. The brand campaign will help in making the category younger, trendier and exciting.”
The collection’s name is derived from the popular internet term of ‘tagging’ yourself to all that you feel a part of.
Joono Simon, Executive Creative Director, Ogilvy & Mather, South said, “The Titan film ‘Tagged’ taps into the collective spirit of the young and their need to be a part of something greater than themselves, to set off a game of offline ‘tagging’.” He further added, “The act of ‘tagging’ has certain virality to it and we’d be happy to see young people ‘tagging’ themselves in real life, much like the characters in the ad.”
The brand will promote the campaign through Facebook, Twitter and YouTube. The approximate marketing spends for this campaign is Rs 5 crore. It will also be promoted through various on-ground activations. “We are planning to double the investments on digital this year because it helps in being a lot more specific in terms of targeting,” explained Amba.
In the last few years, the brand has been aggressive in the international market. The primary focus has been UAE, Vietnam, Malaysia and Singapore. Amba said, “The international foray has helped us in bringing a lot of learnings back to the market. The product line is very much similar in all the countries but there are a few exceptions.”
Explaining the strategy behind presence in smaller towns, he added, “In the tier II-III cities, we have created smaller retail formats with the same quality of service. Our plan is to open 200 such stores over the next couple of years.”
Marketing to kids through ‘Zoop’
With the launch of Zoop, Titan forayed into the unorganised market of children’s watches. Zoop targets boys and girls in the age group of 5-14 years. The brand addressed the immense untapped power in the category through this launch. Amba said, “It’s a long-term investment by the company. We are associating with Marvel to have Zoop watches around Iron Man in the next few days. We are using print, TV, digital and huge in-store presence for the campaign to target children in the 10-14 years segment.”