CASESTUDY / Titan Shades

Insight on the process of benefitting clients.

For the first time Titan Industries Limited has extended the Titan brand into a product category beyond watches with the pilot launch of 'Titan Shades', a premium range of sunglasses. Targeted at the serious, evolved and discerning consumer who needs accessories that reflect his success and personality, the Titan Shades collection offers stylish eyewear with a timeless international appeal. Available in styles for both men and women, in gold plated and steel frames, the Titan Shades collection presents 43 styles which use cutting edge optical technology such as glass polarized lenses, nylon, nylon polarized lenses and CR39. Launch Campaign: Titan was initially into mid price segment sun glasses. It therefore wanted to further enter the higher end and compete with the Ray Ban. Therefore it launched Titan Shades sun glasses for higher end consumers who are very particular about fashion & trend. The launch took place in Bangalore the IT hub... Before the Brand launch campaign Teaser campaign was undertaken for 7 days & from 8th day onwards brand launch was undertaken. To make to campaign very effective locations were taken in a circle in Bangalore from Airport road, to MG road & Brigade Road, so as to directly hit the TG. In each area more than 2 Billboards were put up so that visibility of the campaign is not lost.

1.Objective: Launch sun glasses for trendy and fashionable audience. 2.Creative Agency: O&M 3.Outdoor : Jagran Engage 4.Outdoor Campaign Objective: To create awareness about TITAN SHADES sun glasses to the targeted TG. 5.TG: Men & Women Both (Age Group 25 to 45 years) 6.Period: 1 month(1st 7 days Teaser Campaign & from 8th onwards Brand name was launched) 7.Date: 20th June 2006 to 19th July 2006 8.Budget: Rs.25 lakhs. 9.Media Selected: Billboards. 10.Impact: High recall value especially when teaser was going on people recalled it as 'Degree Centigrade' campaign and after the Brand Name was launched sales actually boosted up.

Client satisfied with the campaign and ROI

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