(IN) Corporate tie up with WWF India

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http://www.medianewsline.com/news/128/ARTICLE/3101/2008-10-13.html

 

Maxus, BIG Street to Launch Titan – WWF collection Campaign in Delhi

 

Mon, 13 Oct 2008 19:37:00

 

MAXUS, one of the leading media agencies in India, has tied up with the

OOH agency Big Street to take Titan WWF campaign to the lifeline of Delhi's

public transport system, the Metro Rail. MAXUS has been responsible for the

media strategy of this innovative campaign i.e. for popularising the

collection is through innovative and impactful media associations across TV,

Print, OOH, Online and content associations.

 

Speaking on this association, 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. "

 

Titan has 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, 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.

 

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.