MAM
Titan to spend Rs 90 mn on New World Watch launch in India
MUMBAI: Titan Industries has launched its international watch collection symbolically titled “The New World Watch” with a fashion show by ace designer Prasad Bidappa at The Taj Mahal Hotel in Mumbai. The Mumbai event-cum-press conference was simulcast via satellite to Delhi and Bangalore.
Titan Industries Watch division COO Bijou Kurien has confirmed that the company will spend Rs 85-90 million on a multimedia advertising campaign during the next quarter. The AOR (agency of record) for Titan is Rediffusion DYR’s media independent outfit The Media Edge.
“This is the largest-ever quarterly spend in Titan’s 16-year old history and the entire campaign will involve 15 TV commercial films – including the teaser campaign that started on 8 September 2003 and will continue till December 2003,” Kurien says even as O&M India group president and national creative director Piyush Pandey and The Media Edge director Divya Radhakrishnan watches the proceedings.
The new Titan World watch will have 60 designs and will be priced in the Rs 2,600 to Rs 6,000 bracket. The collections will be in steel with leather straps, all steel as well as gold.
Titan forayed into the international markets in 1991-92. Kurien mentioned that the brand Titan is now available in 29 countries across 2,500 outlets in South Asia, the Pacific, Middle East and Europe. In India, Titan has 160 exclusive outlets in which 150 franchisee outlets are included (plus 60 more for Tanishq jewellery products).
Kurien envisaged that the watch division of Titan would grow by 20 per cent (in value terms) in this financial year. “The turnover of the company is Rs 8 billion and exports are around Rs 550 million,” he added. The proportion of watch contribution to jewellery contribution in the turnover is 55:45.
The total size of the Indian horological market is 31 million pieces valued at Rs 18 million in the last financial year. The organised players sell 12 million pieces and Titan a volume share of 20 per cent overall and 50 per cent in the organised market stakes.
“We are rapidly growing in the international markets and we are gearing up for forays into Latin America, Japan and Korea. The advertising budget for global markets inclusive of franchisee-distributor spends is in the region of $4 million,” adds Kurien.
It looks as if the “Made in India” brand is striving hard to become a truly global brand.
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR:Â Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
