Bates Enterprise bags Titan Xylys

Televisionpoint.com Correspondent
The Bangalore office of Bates Enterprise has bagged the creative duties for Titan's new brand, Xylys. The size of the business is estimated to be at Rs 8 crore. The Media duties of Xylys will be handled by Titan's media AoR Maxus, which also handles the other Titan brands.

Confirming the development to Televisionpoint.com, Subhash Kamath, CEO, Bates Enterprise, "Yes, we have won the Xylys account and we are extremely thrilled to work on the brand, which we were keen to work on. The initial set-up on the brand building has already started and a new lavishing campaign is being made ready to hit the bourses."

Incidentally, Enterprise Nexus, before the formation of Bates Enterprise, was involved with the brand Xylys from the product inception stage. Past a decade, Enterprise Nexus handled the World of Titan. Titan Industries on Tuesday said it was in talks with two foreign fashion watches brands for distribution in India even as it launched its own Swiss made premium watches brand Xylys. Xylys were manufactured in Switzerland starting at a price tag of Rs 10,000 up to Rs 33,000.

The initial focus markets would be Delhi, Mumbai and Bangalore and after that the company would spread to other cities like Chennai, Kolkata, Ahmedabad and Pune, he added. Xylys, which is assembled in Switzerland while the components are sourced from different parts of the world, would be competing with the likes of international brands including Tissot, Rado.

For starters note, O&M handles the main brand, Titan, along with Titan Raga and Nebula. Lowe handles the other three Titan brands, Sonata, FasTrack and Tanishq.