MAXUS ties up with BIG Street for Titan-WWF Campaign

On Sept 13th, 2008 Titan announced the launch of Titan – WWF collection, a unique range of watches inspired by some of India’s most endangered species. In June this year, Titan and World Wildlife Fund India (WWF- India) had announced a tie up to celebrate World Environment Day: The main objective of this partnership was to spread awareness about some of the highly endangered species in India through a collection of exclusively designed Titan watches

The Titan –WWF collection is inspired from six endangered species namely Tiger, Indian Rhino, Gangetic River Dolphin, The Red Panda, Whale Shark and Oliver Ridley Turtle. Every watch in the collection signifies the beauty of each of these magnificent animals. This collection has been designed and crafted with great attention by Titan’s in-house Design Studio in close consultation with WWF. It is a unisex collection and is targeted at the new generation Indian consumer who has a passion for animals. The collection not only acts as a medium to spread awareness about some of the lesser know endangered species precious to the environment but it is also a perfect accessory for the season.

Speaking at the launch, Harish Bhat, COO, Titan Watches said, “We are extremely happy to announce the launch of The Titan –WWF collection. At Titan, we are constantly striving to develop collections, which help our consumers connect with their deep-rooted yearnings for self-expression. Today’s consumer seeks to be much more than what he is, and wants to express multiple desires in his life. Indeed, he lives multiple identities in the real world and in his real imagination. Through this new collection we are trying to connect with these new consumers who are yearning to Be More”.

Speaking at the launch, Mr. Ravi Singh, Secretary General & CEO, WWF-India, said, “The involvement of corporates in conservation efforts is critical as they represent one of the most influential parts of the society. We are happy that a brand like Titan is involving itself in an innovative and active manner in our efforts to save some of the most endangered species in this country. These watches are meant to make a statement that you do care and want to make a difference.”
Present in 13 different styles, the watches would be sold through 5000 plus World of Titan show rooms, multi brand outlets and various malls across the country. By buying a watch from the Titan-WWF collection, consumers would be making a meaningful contribution to WWF to help these species remain safe in their habitat as a percentage of the sales proceeds will go to WWF.

MAXUS, one of the leading media agencies of the country is behind the Titan WWF campaign. The media strategy for popularising the collection is through innovative and impactful media associations across TV, Print, OOH, Online and content associations. MAXUS tied up with the OOH agency Big Street to take this innovative campaign to the lifeline of Delhi’s public transport system, the Metro Rail.

Speaking on this association, Mr Anil Cheriyedath, Business Director, MAXUS said, “Titan WWF collection required a unique media approach as it was very different from the normal campaigns. The biggest challenge was to thrill the consumer and make him/her involve in this noble cause. OOH, naturally, blended itself as a natural medium for this.”

Kishan Kumar, Investment Group Head, MAXUS added, “In line with Titan WWF campaign’s core idea of celebration of the 6 endangered species, we partnered with Big Street to come out with this innovative OOH campaign in Delhi. The Delhi Metro was chosen as the ideal platform because of the reach as well as the consumer fit. Working closely with the Big Street team, we arrived at various creative renditions that gave the collection an impactful larger-than-life image. ”

Praveen Malhotra – Senior Vice President – Sales, BIG 92.7 FM further added, “BIG Street through its constant innovation and leadership has always ensured to provide a great value addition for its entire customer and partnering WWF in this great initiative is a true example of our belief. The promotions at Delhi Metro will not only impact the key target audience but also spread awareness on a larger scale.”

Today Titan Industries is India’s leading producer and retailer of watches and jewellery, and is credited with changing the face of the Indian watch as well as the jewellery industry. The watch division has a domestic market share of over 70% of the organized market. Titan Industries reported a turnover of Rs. 3,046 crore for the year ended 2007 – 08. As a full range producer-marketer, Titan Industries offers the Indian and International customer a very large range of products to suit various consumer preferences. Its products are recognized for innovation in design, quality and reliability.

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