CAMPAIGN FOR TEES IS AMONG THE FIRST IN INDIA TO TRY AND BUILD A NEW BRAND ALMOST

EXCLUSIVELY ON DIGITAL MEDIA.

HTTP://ARTICLES.ECONOMICTIMES.INDIATIMES.COM/2012-01-25/NEWS/30663028_1_TEES-TITAN-NEW-BRAND

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 "IT WAS THE FIRST INDIAN BRAND TO HIT A MILLION LIKES ON FACEBOOK." 2

•The team is tracking the popularity of the campaign not just by mentions online but by the amount of time spent on the sites or 'seconds stared.'

AND SO FOR THE FIRST TIME IN FASTRACK HISTORY, 90% OF SPENDS WERE EARMARKED FOR THE MEDIUM.

CONCEPT- Taking the cheesy lines usually found on t-shirts to a range of watches, WORD OF MOUTH marketing- a form of viral marketing

OBJECTIVE- Trying something experiential, contemporary that would create a buzz among consumers

AESTHETIC- A lot of time was spent in both pre and post production in terms of look of the models as ads were run across sites like MSN & Yahoo which have strong policies on what can and what can't go

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THE TEASER CAMPAIGN PLAYED AROUND WITH WORDS, CREATED INTRIGUE AND GOT PEOPLE TO

ENGAGE

STRATEGY-

Medium- Social media i.e. Apt medium of communication to hit its target audience- mostly youngsters

Expenditure- Small amount spent on outdoor and radio which acted as a support media for the principally online campaign

Sales Promotion- It was not done just for the sake of branding but was very transaction oriented. Titan offered exclusive discount only for its online fans, promoted via status updates on the social networking site- Facebook

BORING T-SHIRTS

Vs COOL NEW

TEES !!

Let your wrist do

the talking!!

Move On…

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THANK YOU !!

HTTP://ARTICLES.ECONOMICTIMES.INDIATIMES.COM/2012-01-25/NEWS/30663028_1_TEES-TITAN-NEW-BRAND

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