CASESTUDY / Titan Raga

Insight on the process of benefitting clients.

TITAN RAGA re-launch during festival of lights pushes up sales. OOH works Background Titan has re-launched latest range of watches only for women's watch brand, Titan Raga. It is a highly distinctive and alluring feminine designs inspired by the four elements of Nature- Earth, Fire, Air & Water- that find a stunning manifestation in the desire Collection. Each watch carries evocative names based on its inspiration such as Dewdrop, Flame, Horizon, Starlight and Breeze.

Available as bracelets & kadas with textured or patterned and mother of pearls dials, these delicate yet contemporary forms have been created specially for a woman's wrist. Titan Raga had earlier launched Raga as an ethnic range, but this time they decided to make it trendy with modern contemporary designs. Now the brand is called as Titan 'Raga 9 to 5' These specially designed 'Raga 9to 5' watches are a distinctive set of watches designed specially for workday drama through elegance and with thoughtful details. The new range consist of over 40 designs - especially square ones designed to meet needs of working women, and will come in 12 marked indices 0 dual time, slanting dials and formal ones, among others. Campaign Initially, Titan had launched Raga as an ethnic range, but this time they decided to re-launch it as a trendy wear with modern contemporary designs.

As it was Re-launch of the Brand, the campaign was undertaken during Diwali festival, keeping in mind the peak season when gifts are exchanged as well as marriages take place, they can easily drive the sale and also they can attract their target group. As such, campaign was not limited to only certain locations, therefore Hoardings were put up at all the prime locations in and Bangalore & Mysore city.

Objective
To Re-launch Titan Raga as Trendy wear watches with modern contemporary design

Creative Agency
O&M

Media Selected
Billboards

Outdoor Partner
Jagran Engage

Outdoor Campaign Objective
To create awareness about the new creation as a casual wear

Target Group
Women Age 25+

duration
1 month campaign

date
30th September '06 to 29th October '06

budget
Rs. 8 lacs

impact
High TOM awareness and high recall value

A successful campaign and a Happy client

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