Adz Edge unveils outdoor campaigns for Titan

26 Apr,2012

By A correspondent


Adz Edge sets in motion the OOH campaign of one of the leading brands of the country – Titan – for its chic, stylised and interestingly tilted ‘Life is now’ campaign. In this campaign Titan celebrates spontaneity, vibrancy and free spiritedness of today’s youth and captures the mood of living every moment with loved ones perfectly.


The campaign, which commenced from April, has been rolled out in Mumbai and is said to have already received a very positive response. Titan campaign draws attention towards the ‘Life is Now’ concept. The campaign required extensive research in terms of consumer profiling and penetration levels to identify the target areas that need to be leveraged to reach out to the relevant audience in the most effective manner.


The objective of the Titan campaign was to create mass visibility via multiple touch points that provide maximum visibility across the city for the exclusive campaign directed at the relevant target audience to create top of mind recall.


Following the extensive research of the cityscape, the AdzEdge team identified relevant locations across the city that met the brand’s objectives for this campaign. The mediums that were used for the campaign to reach out to the relevant audiences ranged from large format billboards, bus shelters and mobile vans across Andheri Pump Side, Bandra, Cadell Road, JVPD Cicle, Tulsi Pipe Road and Thane Teen Haat Naka to create mass recall. Innovative use of bus shelters, which was more localized, gave the closest nearby dealer information encouraging walk-ins.


Special efforts have been taken to devise this campaign as each outdoor format plays a unique and targeted role in the campaign. These locations included landmark prominent billboards across all major locations in the city along with a sprinkling of bus shelters to create a touch-point at effective locations where large formats where not available.


Mr. Anirban Ghosh, Senior Vice President Adz Edge said: “It’s once again a tremendous boost for Adz Edge (West) to start rolling the outdoor campaigns for Titan. Our strategic approach and seamless execution using proper planning techniques of each campaign has ensured it achieves maximum effectiveness and impact for the brand. This has made all the difference and ensured a boost in client confidence. We endeavour to bring this unique quality to all our campaigns in the future.”

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