To coincide with the Titan’s launch of their new range of HTSE wrist watches, KRDS and Maxus agencies partnered and created innovative Facebook and mobile applications. To see the collection of light powered HTSE watches, users with webcam should point a light source to the webcam like a mobile display or torch to power up the watch. In the absence of webcam, the users were asked to drag and drop 5 “fireflie”s (looming light) to the silhouette image. The ulterior motive is to use any light source to see the showcase of watches. Users can then choose a watch from the gallery and wear it in their wrist virtually using the webcam. By using the store locator, they will be shown the nearest Titan HTSE stores to explore.

1. The Titan HTSE campaign

2. Brief
World’s fifth largest and India’s leading manufacturer of wrist watches, Titan is in no dearth of innovation
and design. With over 80 million customer base and manufactured more than 100 million watches, Titan
wanted to revolutionize by making watches that run on light source with their Titan HTSE watches.
To coincide with the Titan’s launch of their new range of HTSE wrist watches, KRDS and Maxus agencies
partnered for this campaign and had to create innovative Facebook and mobile applications.
The real challenge was to bring that light source concept into the app by allowing users to see the
collection of wrist watches only when they power up the watch by pointing a light source such as mobile
display or torch to the webcam.
Goal: Brand Building, Reputation and fan base growth.

3. Solution
The application prompt the users to power up HTSE by two ways: one, the webcam. The
other, “Fireflies”.
To see the collection of light powered HTSE watches, users with webcam should point a light
source to the webcam like a mobile display or torch to power up the watch. In the absence of
webcam, the users were asked to drag and drop 5 “fireflie”s (looming light) to the silhouette
image. The ulterior motive is to use any light source to see the showcase of watches.
Users can then choose a watch from the gallery and wear it in their wrist virtually using the
webcam. By using the store locator, they will be shown the nearest Titan HTSE stores to
explore.
The concept was drawn up together by KRDS and Maxus agencies, KRDS was then in charge of
the development.

4. Users need to
point a source of
light to te webcam
to power up the
application

5. Users could then
try the watch
using their
webcam and an
augmented reality
feature.
There were both a
Facebook app, mobile
iOS native and Android
OS native mobile apps

6. Results
Monthly active users shot up to 30,000 and more post the launch of the app.
Fan growth amplified from 156,000 to 403,588 in a span of 4months.

7. Awards and praise
Nominated for the Mashable 2011 Awards
under the “Best Branded Mobile Apps” category
Titan HTSE “Light powered media for light
powered watch” wins the award for best use of
emerging technology. (Jury was chaired by
Michael Donnelly, worldwide interactive
marketing director, The Coca-Cola Company)
Titan HTSE Facebook App has Titan HTSE App was
won Gold under the “Best awarded in the category
Social Media App” category at “Best application for
the recently held Indian Digital mobile/tool/mash up” at
Media Awards 2012. the GoaFest 2012