Kestone Activates Titan’s First Smartwatch ‘Juxt’ at Delhi, Mumbai And Bangalore Airports
by Shantanu Jain Marketing | March 9, 2016 | News
Titan, one of world’s largest watchmaker brands recently launched their first smartwatch ‘Juxt’ in the Indian market. To drive the on-ground customer engagement, the brand roped in Kestone IMS, an Integrated Marketing Services company with the brief to conceptualize an immersive on-ground experience amongst its targeted audience.
With its newly launched smartwatch JUXT, Titan in partnership with HP, has forayed into the smartwatch category for the first time. The on-ground activation conceptualized and executed by Kestone was driven across 3 busiest airports of the country- Mumbai, Delhi, and Bangalore over a period of 14 days. In an exclusive conversation with us Pankaj Jha – Project Manager, Kestone Ltd talks about the overall concept of the activity and the challenges his team faced while executing it.
Talking about framework of the activity, Pankaj shared, “We started the conceptualization process by designing our stalls and a lot of thought went behind the overall appearance and how we wanted to attract the audiences at the location. The activity was simple as we had to engage the incoming audiences with the features of the product and this was achieved by creating product demo zones, where the watches were paired with iPads to promote user-product engagement. This gave the users ample opportunities to explore all the features of Titan JUXT and become comfortable with the user-interface.”
When questioned about the number of people touched through the activity and impressions created, Pankaj added, “We touched over a 100 odd people every day across all the 3 locations. The audience which came in to our stalls was impressed and some of them even asked to purchase the product immediately.”
It is often said that an idea for an on-ground campaign may look fabulous on the paper but its success lies in how cleverly it is executed. Speaking about the obstacles in the activity execution Pankaj revealed that getting the necessary licenses and permissions for the activity was a big challenge. He says, “It was not easy to get the permissions in place as a lot of processes and paperwork is involved when we use an airport as a location for an activity but thanks to our planned approach we were able to execute the entire activity across all locations without any hassles.”
Molay Ghosh, Asst. Retail Marketing Manager, Titan Watches lauded the efforts of the Kestone team and said “I am very pleased with the production quality and design sensibility brought together for the JUXT project by the Kestone team. They were professional and quick to respond”.
Talking about if the agency will also execute the upcoming experiential campaigns of Titan, Pankaj added, “The client was really happy with our work and I believe that we will be able to live up to their expectations again as they launch other products too.”
Titan recently launched their first smartwatch ‘Juxt’ in the Indian market, and roped in Kestone IMS to drive the on-ground customer engagement.