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Tag: Suparna Mitra

  • Partha Sinha, Suresh Narayanan and Suparna Mitra

    Partha Sinha, Suresh Narayanan & Suparna Mitra on Effies Global jury

    By Our Staff

     

    Three industry seniors from India will be part of the Effies Gloabl Grand Jury to determine the winners. Namely: Partha Sinha, President, The Times of India Group, Suresh Narayanan, Chairman & MD, Nestle India and Suparna Mitra, CEO, Watches & Wearables Division, Titan Company Ltd.

     

    Global Grand Judges will review the grand contenders selected to move forward in the competition to determine the Global Grand Effie Winners. The Global Grand Effie winners will then move on to compete for the Iridium Effie, the single most effective marketing effort worldwide. The grand jury will take place in September, 2023 in Singapore.

    Five other industry seniors from India have been selected to be part of the Round One judging Neha Ahuja, Director, Head of Marketing, Spotify India, Mitrajit Bhattacharya, Founder & President, The Horologists, Ruchika Gupta, Marketing Director, Beam Suntory India, Sujit Ganguli, Chief Marketing Officer, ICICI Bank and Neil George, General Manager & Managing Director, Abbott Nutrition India.

     

  • Lowe Lintas has ‘orchestrated’ the film

    #LetsGetIndiaTicking – says Titan to bolster consumer sentiment

    By A Correspondent

     

    Titan Company Limited has launched an industry collective titled #LetsGetIndiaTicking to kickstart the wheels of the economy.

     

    Commenting on the campaign, Suparna Mitra, Chief Executive Officer, Watches and Wearables Division, at Titan Company Limited said: “Many economists have spoken of the need to revive the demand side of the economy. This is where we felt our vast repertoire of experience in brand communications can serve a larger purpose. The thought that struck us was – can we do something to encourage each and every individual to do their bit to get the economy out of its slumber. #LetsGetIndiaTicking is the germination of that seed of an idea, which we hope transpires into a movement and a clarion call to revive livelihoods and the economy.”

     

    Lowe Lintas Bangalore has orchestrated the film. Commenting on the campaign, Virat Tandon, Group CEO, MullenLowe Lintas Group, said: “The intricate connections between moving parts make for an extremely evocative symbolism between the country’s top watch brand and the economy. Our Bangalore team was quick to both discover this link and weave it delightfully in with Titan’s iconic signature music, to create what can only be described as a symphony of idea and inspiration. As the nationwide #Unlockdown initiated by the government rekindles economic activity, the campaign comes as a beacon of hope and positivity for all.”

     

     

  • With a focus on youth, the need of hour for them is to be in control constantly in their lives

    Fastrack promotes Reflex Wav in new ad

    By  A Correspondent

     

    Fastrack has launched a brand film that promotes its new launch, Reflex Wav.  Said Suparna Mitra, Chief Marketing Officer, Titan Watches & Accessories: “At the heart of it, the Fastrack Reflex Wav is a true innovation, its features and build quality is a first to the market. Reflex Wav while the slimmest smart band with a display, also introduces ‘gesture control technology’ to the consumer, unabashedly. This gesture control feature helps one change music and take pictures with a simple twist of the wrist.

     

    Added Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas: “The truth is, today’s youth likes to take control of the situation. This feature lends wonderfully to that behavior trait. You can control most aspects of your life with this band. There’s also a certain magic quality to this feature. We decided to portray that through the genre of horror-comedy, which happens to be the flavour of this year.”

     

     

  • The film showcases women from different walks of life, who wear their scars with pride

    Titan Raga redefines a woman’s beauty through a unique lens

    By A Correspondent

     

    Taking the brand’s conversation ‘Khudse Naya Rishta’ forward, Titan Raga’s latest TVC questions the idea of beauty. The film showcases women from different walks of life, who wear their scars with pride. And flaunt their imperfections with confidence and grace.

     

    Said Suparna Mitra, CMO, Titan Watches: “The beauty of a woman does not lie in a societally imposed idea of perfection, but rather, in her acceptance of her unique beauty. Design stories that celebrate the allure of imperfection are at the core of the product truth of the Raga ‘I Am’ collection. ‘I Am’ designs bring to life the asymmetry and unpredictability abound in nature. This collection embodies the true spirit of individuality, a fitting tribute to the woman of today.”

     

    Added Azazul Haque, Chief Creative Officer, Ogilvy & Mather: “Titan Raga has always celebrated women. And has always questioned stereotypical thinking. This time, it questions stereotyping of beauty. Why are pregnancy marks not celebrated? Why are they flaws? Why do dark circles need make-up to hide them? This campaign raises such questions and tells women to flaunt their flaws and not hide them because every part of them is beautiful. Every mark, every scar, every wrinkle is beautiful. And Titan Raga celebrates that beauty.”

     

     

  • The campaign strategy was the result of the consumer understanding of the evolving role of modern men

    Titan Octane questions masculinity in latest ad campaign

    By A Correspondent

     

    Titan Octane – ‘Be A Sport’ has unveiled a new campaign that has a light-hearted take on masculinity.

     

    Said Suparna Mitra, CMO, Titan Watches: “We wanted to craft a brand world which would appeal to the modern Indian man. The insights were mined after a fair bit of research to really understand the motivations of the man in this ever-evolving social landscape. Over the years men have been dictated by the norms of society and what people expect him to be, however the man of today is not defined by anyone but by himself. Titan Octane is a reflection of the new Indian male who is comfortable with his beliefs and is not weighed down by the role his predecessors had adopted. The new campaign from Titan Octane – Be A Sport, is a light-hearted take on masculinity. He is open to freely expressing his emotions. He has the sense of humor to laugh at himself. He doesn’t fear failure. He isn’t intimidated by the success of others around him. And he has become a man who is comfortable with the evolving sense of masculinity.”

     

     

  • To promote this new-age activity tracker, Lowe Lintas Bangalore has conceived a quirky campaign film

    Don’t be a loser, says Fastrack campaign for Reflex 2.0

    By A Correspondent

     

    Fastrack has recently launched the latest version of its wearable activity tracker ‘Fastrack Reflex 2.0’. To promote this new-age activity tracker, Lowe Lintas Bangalore has conceived a campaign film.

     

    Said Suparna Mitra, Chief Marketing Officer, Titan: “The mere thought of losing our phone sends all of us into a panic frenzy. And the perfect solution to this is Reflex 2.0’s phone finder feature. While the smart band has other new features, we thought this would be an interesting take to appeal to the growing number of smart wearable users of today.”

     

    Commenting on the campaign, Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas added: “The idea came from a very simple insight, our world seems to fall apart in the moments just after we realise we’ve lost our phone. We are inconsolable and feel like a ‘loser’ in every sense of the word.  We decided to have a bit of fun and showcase how with the Fastrack Reflex 2.0 you never have to feel like a loser again.”

  • The campaign manages to illustrate the benefit of its new feature while staying true to the brands personality and tone of voice

    Fastrack gears up for more action with Reflex 2.O

    By A Correspondent

     

    Fastrack has announced the launch of Reflex 2.O. Following the launch, the brand has launched its latest digital film that shows how people react when they think they have lost their phones. The campaign manages to illustrate the benefit of its new feature while staying true to the brands personality and tone of voice.

     

    Speaking about the idea behind the brand campaign for Reflex 2.O, Suparna Mitra, Chief Marketing Officer, Marketing said: “The mere thought of losing our phone sends all of us into a panic frenzy. And the perfect solution to this is Reflex 2.0’s phone finder feature. While the smart band has other new features, we thought this would be an interesting take to appeal to the growing number of smart wearable users of today.”

     

    Added Ayushman Chiranewala, Head Marketing, Fastrack: “In today’s world, an individual’s personality or appearance holds a lot of importance and everyone wants to maintain a certain image. This film shows how fumbling in search of things that you misplace, makes you look like a loser and that you can avoid it if you have a technological aid in your hand. Smart wearable technology is gaining rapid popularity among an increasing number of consumers globally. Reflex 2.0 is a product designed to cater to the needs of the new-age millennial who desires to keep up with the latest technology.”

  • The brand has released an ad campaign that has been conceptualized and created by Lowe Lintas

    Fastrack continues ‘Move On’ credo for new sunglasses

    By A Correspondent

     

    Fastrack has launched a new sunglasses collection – Unilens that specifically centres on having a single lens across the front frame. To promote the launch, the brand has released an ad campaign that has been conceptualised and created by Lowe Lintas.

     

    Speaking about this film, Suparna Mitra, Chief Marketing Officer- watches and accessories division – ‎Titan Company Limited said: “Fastrack being a young brand has always been the candid voice for the millennial generation. Often tagged as commitment phobic, this generation believes in living in the moment- keeping it clutter free. The Unilens collection sports single lens across front frame and is made for the youth who stays unruffled with the hassle of break-up and moves on with single frame of mind.”

     

    Added Ayushman Chiranewala, Head – Marketing, Fastrack: “The new ad campaign seamlessly represents the fast- paced dating culture youngsters prefer nowadays, highlighting the benefits of singlehood with the new Unilens collection. The campaign is a testament to the unapologetic nature of the brand and celebrates the unflinching mindset of the millennials.”

     

    Speaking on the agency’s work on the brand, Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas remarked: “When Fastrack decided to launch their new range of Unilens sunglasses, we realized it was ripe ground for us to play on the unique product design – Singles framed glasses for a single frame of mind. The youth today wears their singlehood as a badge of honor and our campaign shows exactly that.”

     

     

  • The campaign is Fastrack's appeal to its audience to break free from the social facade

    Fastrack asks consumers to ‘Shut the fake up’ in latest campaign

    By A Correspondent

     

    Happy McGarry bowen has unveiled the latest film for Fastrack titled ‘Shut the fake up’. With this campaign, Fastrack challenges the norms and carves a pathway for millennials.

     

    Speaking on the new direction, Suparna Mitra, Chief Marketing Officer at Titan said: “Following our tradition of being in tune with the language of the youth, this campaign fits in, seamlessly. Fastrack has always spoken the language of the youth and this TVC is no exception. Set in a relevant background, the film represents many quintessential elements to today’s youngster; from a simple chat, to actually meeting the person. The TVC borrows from the archetypal ‘boy meets girl’ narrative and showcases two versions of your life – with and without Fastrack.”

     

    Added Ayushman Chiranewala, Head of Marketing, Fastrack: “Fastrack being a young brand has always been the candid voice for the millennial generation. The brand has always stayed true to being unapologetic and bold in its communication. The new ‘Shut the Fake Up’ campaign is testament to the brand’s longstanding philosophy of being true to yourself and breaking status quo. As part of the larger campaign, the brand looks to ignite amongst its audience the thought of living their lives on their own accord, and we at Fastrack celebrate this individuality.”

     

    Said Kartik Iyer, CEO Happy Mcgarry bowen: “The common thread we found was that the youth today are less and less afraid of baring themselves and showing who they truly are. We thought this was a great point of view for Fastrack to stand up and own.”

     

     

  • The values evoked by the film are also reflected in the new product range of Sonata that includes contemporary designs and features to complement the style requirements of today’s consumer

    Sonata re-positions itself to capture bold attitude of today’s consumer

    By A Correspondent

     

    Sonata has launched its new campaign with a TVC on the theme – Jo Karein Khud Par Yakeen. The new communication is part of Sonata’s repositioning campaign.

     

    Elaborating on the new communication, Suparna Mitra, Chief Marketing Officer, Watches & Accessories, Titan Company Limited said: “Today, all strata of society are driven by ambition and the hunger to succeed. We feel that Sonata can connect with this attitude by being a marker of bold choices made by our consumers. This aspiration cuts across age and gender where people want to make a much better life, without holding themselves back.”

     

    Speaking on the concept, Hari Krishan, President, Lowe Lintas said: “We wanted the new brand positioning to call out the feeling of optimism and self-belief. Using Lowe Lintas’ patented tool Brand PoV, we developed a point of view for Sonata which was articulated as ‘Fearless makes progress limitless’ amplifying the user-imagery and attitude and underlining the role of the brand as a  ‘Marker of bold decisions.”

     

     

  • The Fastrack Reflex promises to be all the gear you need to track 'activity', whatever that may entail

    Gear up for some action, says Fastrack in new tongue-in-cheek campaign

    By A Correspondent

     

    Fastrack has unveiled its new ad campaign titled ‘Gear up for some action’ which bears the signature brand persona. Synonymous with the progressive mind-set of millennials, Fastrack has designed this campaign specifically for Reflex, a dynamic new product in the smart wearables category which tracks calories, monitors sleep, counts steps and is high on style. The latest campaign launches the new category in Fastrack’s portfolio of youthful, trendy products, in a manner that’s uniquely Fastrack.

     

    Elaborating on the concept behind the ‘Gear up for some action’campaign, Suparna Mitra, Chief Marketing Officer, Watches & Accessories at Titan, said: “The youth have evolved and so have their needs, especially their love for technology. Millennials look for multifaceted products and we want to provide them with empowering productsthat meet their continuously changing lifestyles. The latest campaign for Reflex goes beyond conventional communication in the wearables space. It’s a fun way to celebrate the needs of the youth, who desire a combination of smart features and trendy design.”

     

    Said Hari Krishnan,President (South), Lowe Lintas:“Fastrack is a brand that has always tried to be the candid voice of youth. In that context, when Fastrack decided to launch Reflex, a new range of fitness/activity trackers, it was another opportunity for the brand to present its own candid view on ‘Fitness’. The word ‘activity’ has a different meaning in the youth lexicon. From chatting to jogging to even flirting, almost everything is an ‘activity’ and that’s exactly what we decided to trip on”, says.

     

    Sharing his thoughts on the campaign, Rajesh Ramaswamy, Executive Director, Lowe Lintas Bangalore says, “Activity trackers is a totally new category. But we had to always keep in mind that this product is by ‘Fastrack’. Fastrack has always had a lighter take on everything. Probably just like the audience we want to connect with. Very few seem to be having fun with a topic like ‘fitness’. So we came up with a tongue-in-cheek take on fitness. We had fun making it. Also because we had Vinil Mathew making it for us. Hope they all love it like we do.”

     

  • … says Suparna Mitra, CMO, Watches & Accessories, Titan on the launch of new safety trigger-equipped Sonata ACT watches (text+video)

    Great looks, with safety…

     

    By Santosh Jangid

     

    In March this year, Titan Company announced that a unique watch was in the works that would offer safety for women. Sonata, the mass market, sub-Rs 2k brand of the Tata’s Titan Company was working on a relatively low-priced watch that could trigger a distress alert to pre-determined set of people.

     

    On Friday, CEO S Ravi Kant and CMO Suparna Mitra – both of the watches and accessories division of Bengaluru-based Titan were in Mumbai to unveil the watch – called Sonata ACT, ACT standing for App-Enabled Coordinates Tracker.

     

    The watch’s makes use of custom-made technology and will interface with the user’s smartphone to trigger distress alerts to a network of designated recipients when needed.

     

    Sharing insights on Sonata ACT, Kant said, “The Indian woman continues to evolve with the changing times. As she faces new challenges and responsibilities, Sonata is proud to present a unique offering for the new-age Indian women. With Sonata ACT, we are extending our offering to women and girls who are seeking new opportunities and are empowered to chase their dreams.”

     

    Sharing her views about the product, Suparna Mitra – Chief Marketing Officer, Watches and Accessories, Titan company Limited said, “Today we launched Sonata ACT. ACT stands for App Enabled coordinates Tracker. This is a different and totally unique product. It’s a great looking watch that has a safety feature embedded. It’s a regular watch but at the 8’o clock place there is a button in case of any kind of situation where the women owner of the watch needs help she can press the button twice and the watch is paired with an app and selected 10 guardians immediately get informed of the fact that she is under some kind of situation and they can reach out and help her. This watch has been conceptualised and executed over the last a year and half with a single objective of trying to do a little bit to solve the Indian women’s concern over safety  and as she goes about the world doing what she has to do as a working women and as a home maker, women need to be out and about and there are issues and concerns about safety and this watch is an enabler and a partner in her progress.”

     

    Priced between Rs 2,749 and Rs 2,999, the watch will be available in three variants through World of Titan stores, large format stores like Central, Pantaloons and Shopper’s Stop, authorised dealers and on the company’s website.

     

    Sonata ACT TVC Link: https://www.youtube.com/watch?v=OVp_exwO7lU

     

    We also caught up with Suparna Mitra -  Chief Marketing Officer, Watches and Accessories, Titan Company Limited on the company’s marketing strategy and more

     

    On the product:

    We have launched Sonata ACT…  ACT stands for App Enabled coordinates Tracker. This is a different and totally unique product. It’s a great-looking watch that has a safety feature embedded. It’s a regular watch but at the 8’o clock place there is a button in case of any kind of situation where the women owner of the watch needs help she can press the button twice and the watch is paired with an app and selected 10 guardians immediately get informed of the fact that she is under some kind of situation and they can reach out and help her. This watch has been conceptualised and executed over the last a year-and-a-half with a single objective of trying to do a little bit to solve the Indian women’s concern over safety  and as she goes about the world doing what she has to do as a working women and as a home maker, women need to be out and about and there are issues and concerns about safety and this watch is an enabler and a partner in her progress.

     

    On the decision to arrive at a sub-Rs 3000 price point:

    We thought of this as something that Sonata has to offer which is our mass volume brand. Sonata sells 4.5 million watches every year and so there are 4.5 million Indian consumers who are buying. Smart technology or connected watches typically are coming at very high prices but we were very conscious that this need is not a need of people or women who are at the upper end of the society but in fact the need is greater with middle class women and it is very important that if we are making such a product it needs to be at a very affordable and accessible price. We have three versions all of which are under three thousand rupees. We didn’t want a situation where a woman says, I really like the idea, this is very useful to me but I simply cannot afford because it is priced at 15,000 or 20,000. So Rs. 3000 is still a stretch for many of our sonata consumers but given the technology and utility it was something that we felt was a sweet price point that really opens up and allows a lot of women costumers to access this product.

     

    How Sonata is different from Titan, since they are produced by the same company:

    Sonata is a large volume brand. It operates at price points between five hundred to three thousand rupees. Sells a lot in both men and women in small towns and large cities. Titan is our mid market to premium brand. Its price point start from a little less than Rs 2000 and go up to about Rs 25,000. Titan is a more premium brand and has many shades of styles but it also has many sub-brands like Raga, Octane and all of these have their own unique facets.

     

    Change in marketing strategy for various brands:

    We go from the consumer out and that is the best way to keep it differentiated. We start with the Titan consumer and then we look at what the consumer’s needs are with respect to products, differentiated designs, technology, etc. Similarly with Sonata, we start with the consumer and the more clear we are about who the consumer is we are serving the more automatically the differentiation comes in both the products, marketing and communication. From a positioning point of view and from a media choice point of view it changes. In this particular TVC that we have created for Sonata ACT, it is going to be all the general entertainment channels, mass genres, regional channels, heavy investment and for Titan we advertise at the airports because that consumer is exposed to a different set of media.