Titan World approached us to help them light up Diwali with a younger and millennial crowd. Formerly known as World of Titan, they wanted to get everyone talking during Diwali with a fresh new brand positioning and communicate the transition from World of Titan to Titan World. The brand wanted to move away from the traditional 45+ age group and attract younger demographics.
So we took on the challenge and put on our thinking hats. We proposed a 360-degree Diwali campaign to portray Titan World as a youthful and trendy brand catering to millennials and Gen Z audiences. We proposed an omnichannel marketing approach by utilizing a mix of traditional (newspapers) and digital (performance ad sets, social media) channels for maximum reach. ATL media like WhatsApp Messages, Banners and Catalogues reinforced the campaign message and drove online sales.
To highlight the presence of international brands in Titan World stores, we proposed engaging in-store events and activities to drive footfall and brand interaction. We hosted micro gigs like music sessions and standup comedy events that would connect the younger Indian crowd with the brand. The standup comedy event became a big hit where we onboarded 8 comedians from 4+ cities. This drove a high store footfall for Titan World and we extended the same campaign into engaging IG reels to let everyone else know.
Campaign Results:
> Increased brand awareness and engagement among younger audiences.
> Positive sentiment towards the brand's new image and international offerings.
> Rise in footfall and in-store engagement.
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