Titan eyes the outdoor space

With more than 1050 outdoor sites, the OOH campaign of Titan Eye Plus aims to promote its new stores and discount offers

e4m by Priyanka Nair
Updated: Jun 11, 2012 8:08 PM
Titan eyes the outdoor space

With focus on reinforcing its presence in key markets, Titan Eye Plus, the third consumer facing business from Titan Industries, recently announced the launch of its new showrooms in Bangalore and Kolkata.

In order to promote its new store launches and new sale offers, Titan Eye Plus has rolled out a massive outdoor campaign by capturing 1050 outdoor sites across the country.

The outdoor campaign in Mumbai and Kolkata is called ‘20+ 20’ which is based on the 20 per cent discount offer that the stores in these markets are offering on all spectacle frames as well as Titan Lens products.

Simultaneously in Delhi, Hyderabad, Chennai, Lucknow, Kanpur and Indore, the outdoor campaign is based on other strategic discount offers.

Commenting on the high intensity OOH campaign, Aditya Gadiyar, Manager Advertising and Communication (Eyewear Division), Titan said, “The idea behind rolling out an outdoor campaign with such a volume was to be present in the neighborhood catchment areas of our stores. Now that we have about 206 stores across the country, we want to create massive awareness about our store locations and keep our customers updated on new discount offers. We have used volume in our outdoor strategy with a touch of innovation in required markets.”

To create high impact, large format billboards, bus shelters, transit media have been chosen. In Mumbai, local trains and in Kolkata, metros are branded. Apart from this, back-lit billboard are created in few strategic locations of Delhi.

The 30-days campaign will end by mid June. The execution of the campaign was decentralised. Major agencies on board were Brandscapes – Delhi; Milestone Brandcom, Global Advertisers and Gledo Advertising Agency – Mumbai; Jagran Engage – Bangalore; and Divya Advertisers – Ahmedabad. The creatives were designed by Ogilvy & Mather.

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