Titan Eye+ appoints Ogilvy as its creative agency

Sumedha Srivastav - Televisionpoint.com | Mumbai
Titan Eye+, the two-year-old eyewear brand from watch-to-jewellery major Titan Industries, has appointed Ogilvy India as its new creative agency, following a multi-agency pitch. McCann Erickson, Bangalore has been the brand's creative custodian since March 2007, when the brand was launched.

Vandana Bhalla, marketing head, Titan Eye+, says, "The expansion plan for Titan Eye+ that right now contributes little to the top line is on track with an addition of nearly 40 stores this financial year. We desire to use marketing as a tool to augment the profits and brand image and are happy to have Ogilvy on board."

Bhalla says the Titan brand values that spring to mind are trailblazing, innovative, fashionable and youthful. The glue that holds these values together and gives the combined entity direction is the Tata doctrine of leadership with trust, she says.

"Brands live or die at the altar of consumer confidence. With about 50 million satisfied consumers and a track record of breaking the rules, the Titan has thrived by refusing to stand still." Bhalla says about the brand Titan.

Among other Titan brands, Ogilvy handles the creative duties of Titan Watches, while Titan Fastrack is taken care by Lowe Lintas. Till now, Titan Eye+ has mostly been advertised in print media, both newspapers and magazines. A television commercial for the brand is also on the cards.

For the record, Titan Industries, the Bangalore-based company designs, manufactures as well as retails watches, jewellery, sunglasses, clocks in Indian and international markets. Watches are sold under four main brands, namely Titan, Sonata, Fastrack, Xylus as well as a range of sub-brands like Raga, Edge, Octane, and many others.

The company has a strong retail presence with a network of 260 'World of Titan' showrooms and nearly 750 service centres. In 1995, the company forayed into the organised jewellery market with its brand Tanshiq, which is now India's fastest growing jewellery brand with 120 boutiques.

Titan has diversified into fashion eyewear by launching Fastrack eye-gear, sunglasses as well as prescription eyewear, sold through its 50 stores under Titan Eye+ brand. In 2003, the company ventured into precision engineering and machine building also.