case study of an ad campaign in india

1. CAMPAIGN FOR TEES IS AMONG THE FIRST IN INDIA
1 TO TRY AND BUILD A NEW BRAND ALMOST
EXCLUSIVELY ON DIGITAL MEDIA.
HTTP://ARTICLES.ECONOMICTIMES.INDIATIMES.COM/2012-01-25/NEWS/30663028_1_TEES-TITAN-NEW-BRAND

2. "IT WAS THE FIRST INDIAN BRAND TO HIT A MILLION
2
LIKES ON FACEBOOK."
•The team is tracking the popularity of the campaign not just by mentions
online but by the amount of time spent on the sites or 'seconds stared.'

3. AND SO FOR THE FIRST TIME IN FASTRACK HISTORY,
3
90% OF SPENDS WERE EARMARKED FOR THE MEDIUM.
 CONCEPT- Taking the cheesy lines usually found on
t-shirts to a range of watches, WORD OF MOUTH
marketing- a form of viral marketing
 OBJECTIVE- Trying something experiential,
contemporary that would create a buzz among
consumers
 AESTHETIC- A lot of time was spent in both pre and
post production in terms of look of the models as ads
were run across sites like MSN & Yahoo which have
strong policies on what can and what can't go

4. THE TEASER CAMPAIGN PLAYED AROUND WITH
4 WORDS, CREATED INTRIGUE AND GOT PEOPLE TO
ENGAGE
 STRATEGY-
 Medium- Social media i.e. Apt medium of
communication to hit its target audience- mostly
youngsters
 Expenditure- Small amount spent on outdoor and radio
BORING T-SHIRTS
which acted as a support media for the principally
Vs COOL NEW online campaign
TEES !!
Let your wrist do  Sales Promotion- It was not done just for the sake of
the talking!!
branding but was very transaction oriented. Titan
offered exclusive discount only for its online fans,
Move On…
promoted via status updates on the social networking
site- Facebook

5. 5
THANK YOU !!
HTTP://ARTICLES.ECONOMICTIMES.INDIATIMES.COM
/2012-01-25/NEWS/30663028_1_TEES-TITAN-NEW-
BRAND