Titan Raga has got a new face in Katrina Kaif. In continuation with its celebrity endorsement centered brand strategy, Titan signed the reigning Bollywood Diva Katrina Kaif as the brand ambassador for its sub-brand Raaga. The brand is currently running the campaign featuring the brand ambassador.
Watch the ad here : Katrina Titan Raaga
Watch the ad here : Katrina Titan Raaga
Titan Raaga which was born in 1992 was able to carve out a space for itself in the Indian watch industry. The brand is targeting the Sec A/B segment with a value proposition combining elegance and quality.
Regarding the brand communication, there is nothing great about the new advertisement. The ad follows the standard theme and except for a small glimpse of the brand, celebrity rules the entire campaign. The ads featuring Katrina also sports a tagline " Stay New " .
The brand has fallen into the celebrity trap where celebrity gains more importance than the brand. Remember that in most of the Titan ads featuring Aamir Khan , the brand was carefully placed with equal importance as the celebrity.
Another interesting factor I noticed in the new ad was the absence of any mention of the sub-brand Raaga except for the half-a-second glimpse of the watch. Infact I mistook the campaign for the parent brand. This is another classic case where the agency underplayed the brand in favor of the celebrity. Further there is not much connect between the sub-brand and the theme of the ad. May be the brand is trying to economize by promoting the umbrella brand Titan rather than Titan Raaga.
Even in the print ads, there is no mention about the sub-brand. This may be a part of the strategy where the Above-The- Line campaigns will be for the parent brand Titan and the Raaga will be relegated to a sub-brand visible only in the product. More clarity will come only after the rolling out of further campaigns.
Does it make a big difference ?
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