Mktg - Titan pitches in for endangered specied with new 'WWF Collection'

Vanishing species have been of great concern for conservationists. In a bid to do its bit for India’s endangered species, Titan has launched its ‘WWF Collection’ of watches, wherein Rs 150 would be given to the World Wildlife Fund (WWF) on the sale of every watch from this Collection.
The ‘WWF Collection’ is being supported by a 360-degree campaign spanning press, outdoor and retail media.
Harish Bhat, COO, Titan Watches, said, “The advertising campaign is expected to hit the market this weekend. O&M is the creative agency, while the media agency is Maxus. We will spend about Rs 3 crore over the next nine months on advertising.”
It may be recalled that in June this year, Titan and World Wildlife Fund India had announced a tie-up to celebrate World Environment Day. The main objective of this partnership is to spread awareness about some of the highly endangered species in India through a collection of exclusively designed Titan watches.
“Titan is a fifth largest brand and the reach is pan-world and India is the largest market for us. Titan is a complete Indian brand. Our current market share is 65 per cent and 20-30 per cent of sales growth is expected for the next 12 month,” Bhat added.
The Titan-WWF Collection is inspired by six endangered species – tiger, Indian rhino, Gangetic river dolphin, red panda, whale shark and Oliver Ridley turtle. This unisex collection is targeted at the new generation Indians, who want to express their concern for these species by wearing one of these watches.
Bhat further said, “At Titan, we strive to develop collections of watches that help our consumers connect with their deep-rooted yearnings for self-expression, and thus ‘Be More’ in their lives. The Titan-WWF Collection fits this theme perfectly.”
Ravi Singh, Secretary General & CEO, WWF India, said, “We are proud to partner with Titan Industries Ltd. WWF India views this association as a unique awareness campaign for saving some of India’s endangered species. Titan’s endangered species collection is not only an attempt to illustrate the plight of some of India’s iconic species, but also a commitment for conservation.”
The Titan-WWF collection is available in 13 different styles and priced between Rs 3,000 and Rs 3,800. The watches would be sold through World of Titan showrooms, multi-brand outlets and various malls across the country.