In an attempt to position itself as a youth-driven brand, TAG Heuer has also launched a new brand campaign, ‘Don’t Crack Under Pressure’. In light of the campaign launch, TAG Heuer has also added Ranbir Kaboor as the second brand ambassador to its portfolio. This addition has been made after almost a decade after Shahrukh Khan was announced ambassador for the brand. India is the only country in the TAG Heuer family that has two celebrities endorsing its products.
Through this new campaign, TAG Heuer demonstrates its striking attitude, ready to take on bold challenges. The ‘Don’t Crack Under Pressure’ campaign is intended to enlighten the mental strength of the Dream Team, athletes and partners, who reflect the values of the TAG Heuer shield. Each builds on the legend in their particular field, reinventing the rules as they go: Cristiano Ronaldo the perfectionist, Maria Sharapova the irresistible, Shah Rukh Khan the King of Bollywood, Steve McQueen the blue-eyed King of Cool, Ranbir Kapoor the Bollywood Heartthrob, McLaren F1 & GT the masters of speed, and Formula Electric the innovators.
In an exclusive interaction with exchange4media, Puneet Sewra, Marketing Director - TAG Heuer, said, “This campaign was globally launched way back in the 90s. It became an iconic campaign at that point in time. Now, we are redefining the entire positioning of the brand. We are emphasising more on the youth. We need to give the mindset and the philosophy to the consumer that says “don’t crack under pressure” Our main focus point is delivering the right kind of customer experience, and are constantly finding innovative ways to do that.”
The marketing mix
“We have selective outdoor campaigns. However, our advertising mostly constitutes of print endorsements. This is because it gives us the required reach without much pilferage. We are betting big on digital. Compared with last year, we have almost doubled our focus on digital and are looking it as one of the biggest potential marketing platform,” he added.
“Don’t Crack Under Pressure asserts the powerful truth that achievement is due as much to mental strength as it is to physical capabilities and by arriving at the launch conference from the sky in a Paramotor, Ranbir exemplified the same. He took on the challenge of performing this stunt himself, absolutely not afraid by the pressure it represented. We are happy to have Ranbir Kapoor as a part of the TAG Heuer family as he truly shares the Don’t Crack Under Pressure mindset,” said Sewra.
Formula E push
In a simultaneous development, to take its “sporting” legacy to another level, Tag Heuer has partnered with Formula E championship, the world’s first fully-electric racing series. “The company will be the official timekeepers of all events under the umbrella. Alongside, it will also be the timekeeper for the Indian team- Team Mahindra,” said Sewra.
The Swiss watch brand is also tweaking its collections and improving in-store services as it bets on enhancing customer experience to power growth in India. “The brand is doing well here and has a great platform to go forward. As the next step, we want to do some qualitative work. The focus will be on customer experience,” said Sewra.
The brand, owned by French luxury conglomerate LVMH, is currently one of the top three in the Swiss watches category in terms of revenue and recall value in the country, Sewra added.
He said Tag Heuer will focus on having the right collections and being at the right retail shops rather than just chasing numbers. “We want to get into the finer details of selling a luxury watch to the Indian consumer.”