THE ONLY BRANDED ARMY by Maxus for Titan Industries

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THE ONLY BRANDED ARMY

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Industry Apparel, Clothing & Footwear
Media Promo & PR, Case study
Market India
Agency Maxus
Released March 2009

Credits & Description

Category: Clothing, Footwear & Accessories
Advertiser: TITAN INDUSTRIES
Product/Service: FASTRACK FASHION ACCESORIES
Date of First Appearance: Mar 16 2009 12:00AM
Entrant Company: MAXUS, Bangalore, INDIA
General Manager South: Sanchayeeta Verma (Maxus)
Business Manager: Deepa Totad (Maxus)
Business Director: Anil Cheriyedath (Maxus)
Business Director: Sairam Rangathan (Maxus)
Business Group Head: Abhilash Krishnan (Maxus)
Business Executive: Ranjani Rengarajan (Maxus)
Investment Director: Kishan Kumar Shyamalan (Maxus)
Investment Manager: Praveen Ginka (Maxus)
Media placement: TV - MTV - 16/03/2009
Media placement: Radio - Radio One,Radio Mirchi - 16/03/2009
Media placement: Online - Yahoo,Zapak,Rediff,In.com,Fastrack Microsite, - 16/03/2009
Media placement: Cyber Cafe - Clinck - 16/03/2009

Results and Effectiveness
35% sales growth over previous year 18% over previous month 80% of the 1st lot of inventory billed in first 3 weeks Collection a sell-out in spite of 50% price hike Research revealed highest ever campaign reach, 37% more than the last highest campaign. More than 20,000 rookies contacted in the first 5 days! The activity garnered heavy interest resulting in two wheeler brand using a similar activity through MTV, Radio and Internet to launch a collection. Army Hair Style was revived after the campaign and was flaunted by many youngsters!

Creative Execution
A platform RECRUITING ROOKIES FOR FASTRACK ARMY was provided for the rookies to apply on Fastrack website. Call was made to participate along with the venues through MTV. Online banners activated inciting TG to enlist and register at the Fastrack Army site. On radio, radio jockeys discussed about the Fastrack Army, registration details and venues. Recruitment camps were set up for selecting the cadets in Fastrack stores in Delhi, Bombay, Bangalore, Pune and Chennai. MTV VJs Ranvijay and Nikhil spearheaded the recruitment at the Fastrack Stores. RJs gave live coverage on radio and asked listeners to walk into the store to witness the process. The aspirants crossed various difficult hurdles to prove their ability. Five cadets who beat competitors at city level won Fastrack Army kits and became a part of Fastrack Army. Best cadet who won among the top 5 won “Army Royal Enfield”.

Insights, Strategy & the Idea
Fastrack, India’s leading youth accessories brand launched its most ambitious and distinctive collection to date ARMY targeting the youth. Typical images associated with Army are those of patriotism, valour and courage. The challenge for Fastrack was to bring alive the feel of the Army glamour quotient in an engaging way. The mind-state of the youth was all about being effortlessly cool. As a phenomenon, ‘hanging out’ is universal among youth - everybody wants to hang out, regardless of whether they are a part of the slick set or the geek brigade. It’s a form of entertainment that is always in among youth, never out. It’s important to be a part of the crew! These two insights were weaved together to create a FASTRACK ARMY! Famous MTV VJs and Radio Jockeys were roped in to conduct the recruitments, the live examples of the effortlessly cool among youth.