Xylys, the premium watch brand from Titan is on a repositioning mode again. The brand has been toying with many positioning platforms seems to have zeroed in on Design as its major USP. Having said that, Design was always the USP for Xylys but it took many positioning experiments for the brand to state the obvious.
Xylys also has a new brand ambassador in Farhan Akthar- the famous bollywood director and actor.
The brand is running a new television campaign featuring the celebrity and the new positioning theme. Xylys also has a new tagline " Design. it matters " emphasizing on the new positioning. The new tagline is far far better than the earlier one " It possesses You ". The brand in a way changed the focus from the user to the product.
Watch the new ad here : Xylys
The ad although nicely made does not have any WoW factor in it because the style of execution of a narrative has been used by many brands before.
The brand has hit upon a pretty decent positioning platform which gives it enough firepower to build its image. Design is a powerful term and the brand must live its promise through its products. Unlike many words like Style, Elegance etc, Design is a term that encompasses all facets of a product. It is the sum total of all features, attributes, benefits of an offering. And as the brand says, Design matters very much in this era. Hope that the brand sticks to this positioning and make the best out of this good idea.
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