The Media Edge (part of Rediffusion) previously handled media buying for Titan as part of the Tata AOR, while Maxus was named the planning agency for Titan in April. The previous incumbent for planning was Initiative Media.
According to CVL Srinivas, managing director of Maxus India, the pitch process lasted one month.
"Titan's media planning was earlier handled by Initiative Media, while its media buying was handled by TME (The Media Edge). The media buying account of Titan was a part of the Tata AOR (Tata is India's leading industrial house, which has a stake in Titan and had a centralised media buying AOR for all it's group companies)," he explained.
"Earlier this year, Titan put its planning account up for a pitch. The agencies called were Maxus, Madison and TME. Maxus won the pitch and began work on Titan's planning in April 2004."
According to a source, the Tata Group AOR with TME fell apart in September.
"Most group companies decided to have their own AOR, Titan being one of them. Titan called for a media AOR pitch this time to include media buying with planning. The company was exploring the possibility of combining buying with planning. Maxus will begin working on the account immediately," said the source.
Maxus' win covers all brands of Titan Industries, including watch brands Titan and Sonata, and jewellery brand Tanishq.
While Titan is the market leader in India, it faces growing competition from high end international brands such as Tag Huer, as well as lower end brands by Maxima, HMT and Timex.
Titan recently launched a campaign for its flagship Titan watches, featuring Indian actor Aamir Khan. Srinivas noted that the agency was currently finalising the brand's 2005 media strategy.