Love your New Look, says Titan EyeWears new campaign

Spectacles, Eye glasses or “Pair of Glasses”, they’re something that we generally resist wearing. Most of us have grown up in such a way that we're generally teased when we wear glasses. Because of this most of us are sceptical of wearing eyewear when they're going out for special occasions like parties, weddings, etc.

While men don't care much about how their eyewear is, women really do. According to a recent study women have been driving up sales of branded Eyewear. The reason being that they are ready to spend an extra penny for more trendy frames. It was found that women have always been very choosy and trendy when it comes to buying any of their accessories, be it bags, belts or Eyewear. Seeing the need for trendy Eyewear, Titan which is a leading brand in the country for economical Eyewear launched Enigma, its new range of Women centric Eyewear.
 

The meaning itself is very clear for all the husbands though the wives won’t agree. This new collection is stylish, trendy and in fashion. It has all those flaunting features that a woman wants. Adgully wanted to know a little more about what all went into the making of this product so we got in touch with Vandana Bhalla, Marketing Head, Eyewear Division, Titan Company Limited.

Speaking about how they conceptualized about this Bhalla says that, “Upon initial research on the women’s eyewear segment in India, we found that most Indian women are not entirely comfortable wearing glasses all the time, especially when it comes to looking their best. There was also considerable lack of options for women in the market and most women wear unisex frames that don’t really add to their overall look. Addressing this need for women-centric and stylish eyewear, Titan Eyeplus has launched the new stylish Enigma collection.”

Commenting on what ‘Enigma’ is Bhalla said that, “the brand represents today’s women who are confident in her own skills, and makes choices that reflect her thinking.  Our new Enigma collection offers a wide range of eyewear for working women as well as homemakers. This is a range of eyewear to embody the woman’s personality.”

Women are the natural choice for this first step into ‘style’ as they are more open to experimenting with style; they are more conscious about how they look and are also key influencers for men around them.

“The common trend within women is the unwillingness to wear glasses for occasions where they need to look their best - during parties, weddings, etc. They are hesitant to wear glasses as they feel that it would make them look older, geeky, and serious. Hence, their biggest concern is that they would not look good. We would like to change this trend - wearing glasses is no longer about being less confident, but it is a confidence marker, a fashion statement and an accessory to be flaunted. We would like to prompt a change in their perspective - start looking at spectacles as a fashion accessory that adds to their look and not a necessary evil that takes away from their attractiveness,” added Bhalla.

Women have always been very choosy about what they wear, be it apparel, accessories or eyewear, the new Enigma collection offers these women a new range of contemporary prescription eyewear for women. Commenting on the same, Bhalla adds, “With over 100 styles in various feminine colors like rich burgundy, purple, pink, leopard prints, mint green, each variant is designed to make a woman feel confident and classy.” Starting at just Rs. 995, this trendy collection is an ensemble of contemporary and elegant designs, embellished with fine detailing like metal bows, crystals and floral prints.

These frames are the perfect fashion accessory for the woman of today and can be teamed up with any outfit or occasion - be it for a wedding ceremony or a party at friend’s house or even a formal corporate meeting. Crafted for women within the age group of 25-45 years.

Speaking about the kind of media that is used for this collection Bhalla said that, “We are using a multimedia approach to celebrate this new collection. TV is our lead medium supported with print media, magazines and Store VM. WE are also using social media and digital marketing in a huge way to make an impact.”

Indeed Ogilvy & Mather has worked on simple brief of creating an advertisement that connects emotionally with the Indian woman and prompts her to question the stereotypes attached to the eyewear category in a lighthearted manner.

This brand is being endorsed by Chitrangda Singh who is quite a fashion diva herself. She embodies the style and fashion quotient really well. She also epitomizes the women of today who are intelligent, independent and has a sensible sense of style and hence is perfectly in line with the feminine and modernistic spirit of Enigma. By: Archit Ambekar | Twitter: @aambarchit

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