BIG Street’s Innovative “Titan – WWF Collection” Campaign
MAXUS tied up with the OOH agency BIG Street to take this innovative campaign to the lifeline of Delhi’s public transport system, the Metro Rail.

Posted on: October 16, 2008

On Sept 13th, 2008 Titan announced the launch of Titan – WWF collection, a unique range of watches inspired by some of India’s most endangered species. Titan and World Wildlife Fund India (WWF- India) had announced a tie up to celebrate World Environment Day by launching an exclusively designed range of watches inspired from six endangered species namely Tiger, Indian Rhino, Gangetic River Dolphin, The Red Panda, Whale Shark and Oliver Ridley Turtle. Titan in this innovative campaign has roped in BIG Street as its outdoor partner.

The Titan –WWF collection is inspired from. Every watch in the collection signifies the beauty of each of these magnificent animals. This collection has been designed and crafted with great attention by Titan’s in-house Design Studio in close consultation with WWF. It is a unisex collection and is targeted at the new generation Indian consumer who has a passion for animals. The collection not only acts as a medium to spread awareness about some of the lesser know endangered species precious to the environment but it is also a perfect accessory for the season.

MAXUS, one of the leading media agencies of the country is behind the Titan WWF campaign. The media strategy for popularizing the collection is through innovative and impactful media associations across TV, Print, OOH, Online and content associations. MAXUS tied up with the OOH agency BIG Street to take this innovative campaign to the lifeline of Delhi’s public transport system, the Metro Rail.

Speaking on this association, Mr. Anil Cheriyedath, Business Director, MAXUS said, “Titan WWF collection required a unique media approach as it was very different from the normal campaigns. The biggest challenge was to thrill the consumer and make him/her involve in this noble cause. OOH, naturally, blended itself as a natural medium for this.”

Mr. Kishan Kumar, Investment Group Head, MAXUS added, “In line with Titan WWF campaign’s core idea of celebration of the 6 endangered species, we partnered with BIG Street to come out with this innovative OOH campaign in Delhi. The Delhi Metro was chosen as the ideal platform because of the reach as well as the consumer fit. Working closely with the BIG Street team, we arrived at various creative renditions that gave the collection an impactful larger-than-life image. ”

Praveen Malhotra – Senior Vice President – Sales, BIG 92.7 FM further added, "BIG Street through its constant innovation and leadership has always ensured to provide a great value addition for its entire customer and partnering WWF in this great initiative is a true example of our belief. The promotions at Delhi Metro will not only impact the key target audience but also spread awareness on a larger scale."

About BIG Street:
BIG Street is a subsidiary of the USD 4 billion Reliance Big Entertainment Limited (RBEL) that operates in the media aggregation space. In the last 12 months of operations, it has established a dominant position in the Indian out of home industry with a cherry picked set of inventories across key consumer markets in India. They are today, a 75 member strong team across 8 cities in India.

For any information please contact: Nitin Tanksale, BIG 92.7 FM: 9989501909. , 040-39189306, Visit us at-

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