Titan's Xylys appoints Strawberryfrog India

Earlier focused on design, precision and aesthetic perfection, the brand is all set for a fresh perspective in the days ahead.

Xylys, the Swiss-made premium brand of watches from the Titan stable, has awarded its creative business to Strawberryfrog India. The win follows a multi-agency pitch.

In India, this brand has been handled by several agencies, including Bates (soon after the brand's inception in February 2006), Rediffusion-Y&R (2008-11) and Wieden+Kennedy (most recently).

Bollywood actor-director Farhan Akhtar currently endorses Xylys. On the back of this association, the brand is targeted at what it calls 'India's next generation achievers who look beyond the obvious'.

Earlier, Xylys was focused on aspects such as design, precision and aesthetic perfection. The appointment of Strawberryfrog comes with the need for a new perspective beyond these attributes.

For the record, Strawberryfrog launched its India operations in November, 2012. Earlier this year, Arun Raman, former executive vice-president, strategic planning, Lowe India, was brought on board to head the strategic planning function at the agency.

The agency's most recent account win is Miller High Life, a lager brand from the house of Bengaluru-based beer company SABMiller. Other clients include Mahindra Corporate and Spykar Deodorants, among others.