The Hindu Business Line : Titan begins `gifting campaign'

Titan has begun this fiscal year's marketing activities with a campaign that reinforces what the brand has been "historically associated with" — gifting. "For nearly six years, we hadn't done anything on the gifting platform. Through the `Gifting Campaign', Titan aims at strengthening itself as an ideal all-season gift," said Ms Suparna Mitra, Head - Marketing, Titan Industries.

At an investment of Rs 6 crore, the 360 degree marketing campaign involves a television commercial featuring Aamir Khan as a fun loving young man and Zohra Sehgal as his grandmother, 300 hoardings across the country and visuals at Titan showrooms and multi-brand outlets, apart from print advertising.

"As a trend, gifting is on an upward curve with more and more people spending heavily on innovative gifts. We want to reinvest in that potential and remind consumers about our product," said Ms Mitra.

Ideal for any occasion

The newness in the campaign lies in that it suggests that one does not really need an occasion to gift, she said. "The tagline - Kabhi kise moke pe, kabhi yuhin - suggests that Titan watches are ideal gifts for any occasion, for celebrating personal milestones or even just like that."

She added that the company also hopes to cash in on the ongoing wedding season across the country. The campaign has a greater presence and relevance in the lagan markets of Uttar Pradesh, Bihar and Jharkhand where weddings are organised on a huge scale; around 100 hoardings are in this region alone. Incidentally, most of Titan's sales in this belt happen during the wedding season.

Weddings and festivals are the biggest contributors to the gifting segment, with the gold and gold and steel collection watches being the fast moving gift items.

The gifting segment contributes to about 40 per cent of Titan's sales and the company hopes to maintain "a healthy retail growth" this year too, said Ms Mitra.

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