Sunday, September 21, 2008

Brand Update : Titan

Titan has launched a new series of watches. The series is called Titan-WWF series. This series isbeing launched in collaboration with the International NGO -Worldwide Fund for Nature ( WWF).

Titan and WWF had entered into a tie-up to celebrate the World Environment Day. World Environment day is celebrated on June 5 every year. This year's theme is on Low Carbon Economy.

The current launch is an extension of the tie- up between Titan and WWF.

The aim of the collection is to raise the awareness about endangered species among Indian consumers. The new series is inspired by six species of animals who are fast getting endangered. The six species are

Indian Tiger
Indian Rhino
Gangetic River Dolphin
Red Panda
Whale Shark
Oliver Ridley Turtle.

The collection is targeted at the new generation consumers who wants to express their concern about animals and nature .

According to press reports, some contribution will go to the WWF from every sale of these series of watches.
More than the monetary part, this collection is aiming at the non-monetary benefit of awareness among the public. These series of watches are priced at the range of Rs 3000- 38000 and comes in 13 different styles.
Already the brand is running a series of print ads featuring the brand ambassador Aamir Khan.

The launch of this series is a good move by the brand to add a touch of social equity to the brand. Its a way for a brand to show concern to matters that affect the consumer . Another positive about this series is that the designs looks good and may prompt many customers to buy this brand because of the style rather than the cause.

On the negative side , Titan is far ahead of its time because Indian consumers are less sensitive towards Nature ( my opinion ). Hence I am doubtful about the actual number of customers who will opt for this series for the actual cause. The sale of this series will be a good indicator of Indian consumer's sensitivity towards this cause.

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