Titan partners with Red FM; 240 RJs take the ‘Titan Be More Pledge’

e4m by exchange4media Mumbai Bureau
Published: Jan 8, 2010 8:24 AM  | 2 min read
Titan partners with Red FM; 240 RJs take the ‘Titan Be More Pledge’

In a unique first time association, Titan has partnered with Red FM to take forward the ‘Be More’ proposition. On December 31, 2009, 240 RJs of Red FM across 48 cities took a pledge to ‘Be More’ in 2010. In doing so, each RJ pledged to become Be More Explorers in 2010 – pursue a passion, explore the new, and follow their dreams.

Moreover, each RJ is also inspiring listeners to take the pledge to Be More in 2010. Listeners are asked to share their pledges and the deserving Be More pledges from listeners are duly gratified by Titan.

Speaking on the association, Suparna Mitra, Global Marketing Head, Titan Watches, said, “Titan has embarked on a new brand philosophy of ‘Be More’ recently. The philosophy of ‘Be More’ is about finding the explorer hidden within each one of us. It is about inspiring people to pursue a passion, explore the new – places, people, interests, challenges, dreams and a new side to their personality. Titan’s unique collections find inspiration in many such pursuits and interests and act a catalyst in this quest. The eve of the new decade is the time for introspection, finding renewed interests and making resolutions to follow one’s dreams, passions and aspirations. Titan Be More Pledge with Red FM is one such initiative to remind people to take the leap and fulfill their dreams. This partnership is a combination of a powerful brand idea and apt timing.”

The idea was conceptualised and executed by Maxus, Titan’s media buying agency. Talking about the partnership, Laya Menon, Client Leader, Maxus, said, “Be More required building credible yet identifiable ambassadors to inspire the Titan consumer. An RJ is a celebrity in his/her own right and has a strong connect with the listener. The uniqueness of this partnership lies in creating 240 Be More ambassadors, who could inspire people to pursue their passion. Also, doing it on the eve of New Year meant catching listeners at a time when they are more receptive in bringing about a positive change in their lives.”

Talking about the partnership, Tony Francis, South Head, Red FM, said, “It’s a natural association. Red FM is today India’s pace-setter in the radio entertainment business and it has come from the network’s spirit just like Titan – to ‘Be More’.”

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