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Adz Edge unveils glamorous outdoor campaign with Katrina Kaif for Titan 'RAGA' |
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network2media Bureau
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Thursday, 13 October 2011 09:00 (IST) |
MUMBAI: Adz Edge, a division of OAP (I) Pvt. Ltd. has set in motion Titan 'RAGA's' latest outdoor media campaign across Mumbai featuring their new and stylish brand ambassador Katrina Kaif.
Through this outdoor campaign executed by Adz Edge and launched during the festive season, Titan 'RAGA', an exclusive watch brand for women, aims to widen its appeal amongst Indian women who believe in style quotient by announcing their association with 'Bollywood' diva Katrina Kaif to play a key role in shaping the brand communication.
The potential in the women's segment is huge as watch penetration amongst SEC A/B women is still very low. A brand ambassador like Katrina Kaif who portrays beauty, femininity and sensuality with style will help make the watch a desirable accessory amongst women.
Considering all these factors and the creative impact of the brand, Adz Edge identified and mapped the TG areas in Mumbai and also used various research data to select media and create the hype and buildup among the audience as a strategy for the outdoor campaign.
The media formats used for the campaign ranges from large format billboards to bus shelters, mobile vans etc.
Large hoardings are aimed at building the brand and are placed alongside the Western Express Highway, Link road and S.V road in Mumbai, while bus shelters are more localised, giving out nearby dealer information and encouraging walk-ins.
Special efforts have been taken to devise this campaign as each outdoor media format plays a different and major role in the campaign.
 Commenting on this initiative, Anirban Ghosh, senior vice president, Adz Edge, said, “Titan needs no introduction. It gives us immense pleasure and satisfaction that Adz Edge is associated with one of the most popular brands in the country.
"We understood the challenges ahead of us to deliver seamlessly and we were confident of doing that. Proper planning technique and strategic approach towards the Titan 'RAGA' campaign made all the difference”, added Ghosh.
Titan Industries is India’s leading producer and retailer of watches and jewellery, and is credited with changing the face of the Indian watch as well as the jewellery industry products to suit various consumer preferences. Its products are recognized for innovation in design, quality and reliability.
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