TAMING THE GOLIATH by Maxus for Titan Industries

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TAMING THE GOLIATH

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Promo & PR, Case study
Market India
Agency Maxus
Released April 2009

Credits & Description

Category: Clothing, Footwear & Accessories
Advertiser: TITAN INDUSTRIES
Product/Service: WATCHES
Date of First Appearance: Apr 18 2009 12:00AM
Entrant Company: MAXUS, Bangalore, INDIA
General Manager South: Sanchayeeta Verma (Maxus)
Client Leader: Laya Menon (Maxus)
Business Director: Anil Cheriyedath (Maxus)
Business Group Head: Mansoor Khan (Maxus)
Business Director: Sairam Ranganathan (Maxus)
Business Executive: Ranjani Rengarajan (Maxus)
Investment Director: Kishan Kumar Shyamalan (Maxus)
Investment Manager: Praveen Ginka (Maxus)
Media placement: TV - SET MAX - 18/04/2009
Media placement: Radio - Radio Mirchi,Big FM - 18/04/2009
Media placement: Online - Cricinfo,Facebook Fanpage,Titan Website - 18/04/2009
Media placement: DTH Platform - Tata Sky - 18/04/2009

Results and Effectiveness
The contest received a whopping 1.3 million responses through TV, radio and digital medium, the highest ever in the history of the brand. Titan achieved 18% sales growth against targeted 15% during the height of the recession. Creative reach (TNS Mode track) increased by 2 times, making it the most successful campaign in the last 2 years. Following the success of Titan of the day, some of India’s leading brands like Idea, Vodafone and LG used this route to dominate IPL in 2010.

Creative Execution
The urge of every cricket-crazy Indian to second-guess who would be the best player of IPL was translated into a daily contest called ‘Titan of the Day’. With one-fifth the budgets required to dominate IPL, Titan decided to sponsor IPL talk show Extra Innings, a show where cricket experts, common people and celebrities talked about the daily matches. TV commercial detailing modalities of the contest were shown during the show. Similar IPL conversations were chased on panel discussions in news channels with a customised segment called ‘Titan of the Day’. A direct-response button by the same name was placed on India’s leading DTH platform Tata Sky targeting 4.5 million consumers, while radio jockeys encouraged cricket fans to SMS their ‘Titan of the Day’ to our short-code number. ‘Titan of the Day’ section in world’s largest cricket website CRICINFO offered fans WIDGETS/SCORECARDS helping them follow performances and respond with their choices.

Insights, Strategy & the Idea
Titan, India’s largest selling watch brand approached the critical Apr-May season with huge concerns. Exactly a year ago, the inaugural Indian Premier League, coincided with this season, devastating their media & marketing plans. IPL was a dilemma it had grown into India’s largest event, unavoidable, but also hugely expensive, thus unaffordable for mid-level advertisers like Titan. With 22% of yearly sales riding in this period and an ambitious 15% growth target in a recessionary year, Titan had to tackle this Goliath called IPL. By not shying away but taking on the monster. Indians love their cricket and every Indian is a cricket expert. They love analysing and talking about every aspect of a match, and most importantly second guessing the mega-players of that day’s matches. We decided to leverage this aspect. The name Titan connoted ‘Mega’, who better than us then, to appropriate the mega-players of the day? The ‘Titans of the Day’?