Ogilvy in a multi agency pitch has won creative duties for Titan Eye+, the second brand from the Titan stable in its basket. Ogilvy is said to have handled the creative duties for Titan Watches since the launch of the brand 22 years ago.
Speaking about this new venture, Prateek Srivastava, group president, south, Ogilvy said that the categories in which Titan operates in require a different kind of understanding for each. Primarily because of this reason, a pitch was called for the new business.
Srivastava added, “Although we handle the watches account, we are well aware that the eyewear business has different parameters of functioning”.
The brand entered the market in March 2007 and since then McCann Erickson Bengaluru has been the creative custodian. Lowe Lintas is the creative partner for Titan Fastrack.
Titan Eye+ has predominantly advertised in the print medium through newspapers and magazines. Though a television commercial was also put in place for the brand, but it was not aired due to financial constraints.
Titan Eye+ has got around 70 stores across selective cities in the country. It is also learnt that the store count is expected to be taken up to about 300 (almost as many Titan Watches outlets), which could allow Titan Eye+ to utilise mass advertising and thus take up television advertising. Other product lines for Titan – watches, jewellery and accessories – already see a considerable level of advertising throughout the year.
Titan Eye+ is the third line of consumer business Titan Industries. The first of the businesses, Titan Watches, commenced operations in 1987 as a result of a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation (TIDCO). In 1994, Titan Industries diversified into jewellery.