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Mr Harish Bhat

Our Bureau

Bangalore, Aug. 31

Titan Industries has announced a new viral marketing initiative — Titan’s Day Out — involving its employees.

On September 1, the ‘Titan viral marketing brigade’ consisting of Titan employees across eight cities (including Bangalore, Mumbai, Delhi, Chennai and Pune) will communicate the company’s latest exchange offer (old watches can be exchanged for new watches with a 25 per cent discount) to anybody outside the Titan family.

Each member of the viral marketing team has to contact at least 10 people to tell them about the exchange offer. They also have to undertake any activity of their choice to spread awareness of the offer.

Says Mr Harish Bhat, COO - Watches, Titan Industries: “We hope to make employees of Titan feel they are an integral part of Titan’s success through this effort. Any Titan employee — right from the Managing Director to the courier boy — can register for this programme on September 1 and tell the public at large about the exchange offer. Why should only the marketing managers be involved in marketing? This initiative involves people from various departments — be it IT, finance or HR — in marketing.

“We have left it to the individual to come out with innovative promotional methods — it could be through leaflets, meetings in apartments, SMS, e-mail etc. Such efforts at internal marketing by involving employees creates a win-win situation for both the employers and the employees.”

About 350 employees have already signed up to be part of the Titan viral marketing team. For every participant, Titan will donate Rs 500 to the Shrishti Special Academy in Bangalore. Each member of the viral marketing team will get an exchange coupon entitling them to a 50 per cent discount on a new Titan watch, in exchange of an old watch.

Titan hopes to involve the viral marketing team in its future promotions as well.

Meanwhile, close to 4.5 lakh watches have been exchanged all over India till now as part of the ongoing Titan exchange offer, which began on August 10. Mr Bhat is certain that 7 lakh watches would have been exchanged by September 9 when the offer closes.

“Sales during the 20-day period (from August 10-30) have tripled compared to the previous years, when 1.5-2 lakh watches are normally sold,” said Mr Bhat.

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