'BE MORE’ REVOLUTION by Maxus for Titan Industries

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'BE MORE’ REVOLUTION

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Media Promo & PR, Case study
Market India
Agency Maxus
Released November 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: TITAN INDUSTRIES
Product/Service: WATCHES
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: MAXUS, Bangalore, INDIA
General Manager South: Sanchayeeta Verma (Maxus)
Business Group Head: Mansoor Khan (Maxus)
Business Manager: Shibu George (Maxus)
Investment Director: Kishan Kumar (Maxus)
Business Director: Sairam Ranganathan (Maxus)
Investment Group Head: Victor Britto (Maxus)
Client Leader: Laya Menon (Maxus)
Business Director: Anil Cheriyedath (Maxus)
Business Executive: Ranjani Rangarajan (Maxus)
Director CTG: Sajeevan M (Maxus)
Media placement: Print - Living Media Group - 15th November 2009
Media placement: TV - TV 18 Group - 15th November 2009
Media placement: Radio - Radio Indigo ,Big FM - 15th November 2009
Media placement: Online - Yahoo Mail,Facebook Fanpage,Titan Be More Microsite - 15th November 2009

Results and Effectiveness
The movement drew 528 entries from people with diverse backgrounds like corporate law, information technology, finance and retail with interests spread across adventure sports, music, history & social service. 1,148 people voted for their Be More Legend. 240 radio jockeys of RED FM across 48 cities inspired people to take the Titan Be More Pledge on New Year’s Eve to rekindle the passions of life. Titan Facebook fan page followers doubled to 500 within a month. Online conversations on the fan page increased manifold. 21,740 people engaged in conversation with Titan and joined its ‘Be More’ Revolution.

Creative Execution
We roped in India’s most respected media houses to initiate and popularise the story-telling process. India’s leading magazine group Living Media helped identify 3 champions (Neha/Vikram/Arun) who personified the ‘be more’ spirit. We showcased their stories across 12 Living Media magazines & our online/radio partner channels; inviting others to come forth with their own ‘be more’ stories and get selected as ‘India’s Be More Legend’. Inspired, others started responding with their ‘be more’ stories on our website and Facebook fan page. Six most ‘be more’ personalities from the stories that poured in were selected by an eminent jury and their stories were publicised by India’s largest news network TV18 (CNN/ IBN7). A selection of the most outstanding personalities were thrown open to public voting and to crown India’s Be More Legend. The best ‘be more’ stories were collated to be published as a book in 2010.

Insights, Strategy & the Idea
This is how India’s most prestigious watch brand Titan, incited urban men and women to break out of their humdrum lives and follow the passions of their youth. Youth is filled with the zest for life, the many things we want to be. But with time, passions get sidelined; other things take priority – jobs, families, responsibilities, monotonous shackled existences. But when we hear of and see for ourselves the people who have managed to break out of these shells, we are inspired to try out the same. This is what Titan set out to achieve in 2009 – spur people to ‘be more’ than what they were and live dreams of their youth. Urged by Titan, people who had broken out of their shells came forth and shared their stories. Inspired by them, people from different walks followed suit across print, online, TV & radio, setting off Titan’s ‘Be More’ Revolution.