History Channel and Titan have come together for a new initiative called Heritage India. The channel has begun airing interstitials comprising interesting factoids about Indian Heritage sites from July 27. This association will give Titan a unique platform for its Heritage Collection.
UNESCO supports the identification, protection and preservation of cultural and natural heritage across the world that is considered to be of outstanding value to humanity. UNESCO’s world Heritage list includes 851 properties worldwide, of which 27 are in India. It is these sites that the factoids would focus upon in the month-long initiative.
Rajesh Sheshadri, Vice President, Content and Communication, The History Channel, said, “With increasing pride among Indians about our country, we felt the time was right to offer our consumers a collection that paid tribute to India’s rich heritage.”
Suparna Mitra, Marketing Head, Titan Watches, said, “With Indian art and culture becoming a global rage, we at Titan felt the time was right to bring to the Indian consumer a range of products that blend the richness of India’s history with the modern day technology of watch making. Thus, was born the Heritage Collection. Inspired by ancient Indian monuments such as the Taj Mahal, the Lakshmi Vilas Palace, the chariot wheels of Konark, etc., this collection epitomises Titan’s design expertise. The collection is targeted at the new generation Indian consumer who is aware of global trends and is proud to flaunt his Indian cultural identity.”
Hariharan Vishwanathan, General Manager, Maxus Bangalore, said, “Titan Heritage Collection ‘Heritage India’ on The History Channel is a great example of how brand association in media has evolved over last couple of years. Our past experiences on similar brands have shown that weaving brand promise intelligently with high affinity can work wonders for brands. Working closely with the programming and sales team of The History Channel, Maxus proposed a content-led association, topped with interactivity and multi-media support to add impact.”
In addition, the channel plans to extend the repository of knowledge around Indian Heritage online with a special microsite dedicated to Indian Heritage sites.