Citizen Watches ties up with The Dark Knight to promote Super Titanium

The campaign on TV and OOH comprise the first phase of the marketing initiative; in the second phase, the print campaign will start during the third week of July.

In a bid to promote the new Super Titanium watch collection of Citizen Watches, the first leg of promotion has started with television commercials and out of home (OOH) media, in association with the Hollywood movie, The Dark Knight Rises.

The association with the movie brings the product story alive through a multi-media communication, correlating the features of the watch such as toughness, durability and lightness with the qualities in Batman. "Batman symbolises resilience, toughness and durability, which correlates with the new Super Titanium collection from Citizen, ensuring a strong brand message to our target consumer," says Katsusuke Tokura, managing director, Citizen Watches India, in an official communiqué.

The execution has been done by the Bengaluru branch of Initiative Media, which is also the media AOR (agency of record) for the brand. Subhas Warrier, executive vice-president, South, Initiative Media, says, "The tie up was very apt as the brand was looking for a strong association that is topical in nature to coincide with the bringing of the Super Titanium range to the ever-discerning Indian consumers. Talking to them through legendary movies such as The Dark Knight series leaves a stronger imprint in the consumers' mind."

The communication is spread across various media that includes television, print, digital, outdoor, multi-brand stores and ambient media.

The TV campaign is already on air (from July 17); out of home (OOH) has been explored at Bengaluru Airport and also at 250 multi-brand outlets across the country. The print campaign will be out in Phase 2 of the exercise and will start during the third week of July, with special emphasis on leading dailies and magazines.