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Titan plans extensive print, outdoor campaign for Fast Track eye gear

24-June-2004
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Titan plans extensive print, outdoor campaign for Fast Track eye gear

Advertising campaign for the latest range of Fast Track eye gear from the Titan Industries stable will hit the print media on June 25. Arif Saleem Padiath, Brand Manager, Accessories, told exchange4media.com that print and outdoor media would be extensively used for the promotion.

The first print campaign would be featured in Hindustan Times, Delhi edition. This would be followed by an extensive campaign in various regional and national dailies in the coming two months. For outdoor advertising, places like shopping malls and high traffic areas would be targeted, Padiath said.

Lowe has developed the campaign and the theme is ‘protection with style’ that targets the youth. Addressing the press at the launch of the eye gear range, Bijou Kurien, COO, Titan Industries, said the Fast Track eye gear was available in four distinct collections namely acid, café, city silk and Revv. “All of them convey distinct attitude and feel. It seeks to bring in a new dimension to the Indian sunglasses market, which till date is dominated by unorganised players at one end and expensive designer labels at the other,” Kurien said. Titan has priced the collection between Rs 695 and Rs 1995.

The sunglasses market is estimated at around Rs 330 crore in the country and Titan is hopeful to capture around 20 per cent of the marketshare. The company is looking forward to generate around Rs 30 crore from the eye gear. The products would be retailed through a network of around 350 Titan stores across the country. Referring to the future plans, Kurien said there were plans to launch leather products next year.

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