Style: Just another ‘Titanic’ tick

Professor Arindam Chaudhuri’s Profile

Brand: Titan
Agency: O&M
What’s your style campaign was the answer to Titan’s desperate and long-overdue search to make a style statement in the Indian wrist watch market. Launched in 1987, the campaign was perhaps Titan’s first successful effort in gaining consumer loyalty and diverting attention from powerful competitors like Seiko and Casio. The campaign not just claimed the Effie in the gold category; it also solved the low-sales problem of the brand. By 2005, Titan accounted for a staggering 25% share of the total market. Tick-tack-toe...

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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