Kenneth Cole — New Collection Launch A mesmerising product launch

Client

The journey of Titan Company Limited (Titan) began in 1984 with small but confident steps, as a joint venture between the TATA Group and Tamil Nadu Industrial Development Corporation (TIDCO). Established with the objective to create a Titan watch for every Indian, the organisation has now grown to be the fifth-largest integrated watch manufacturer in the world.

Brief

In 2016, Titan announced the latest brand under its wing of the International premium watch distribution channel — Kenneth Cole, to cater to the changing needs of the discerning Indian consumers. For the launch event, the latest collection from Kenneth Cole was to be showcased along with the upcoming range of timepieces from Police and French Connection. 

The theme was to walk through time where all 3 brands were to be showcased in a single ballroom with different installations, to give an experience of 3 different time zones. The guest list comprised distributors, resellers and A-lister clients. The expected turnout throughout the day was around 1,000+ people. The primary objective was to launch Kenneth Cole and introduce a variety of watches from the other 2 brands.

Our Approach

Step 1

We studied the brand style, brand language and communication to create a memorable experience for the attendees. It was a formidable challenge to create 3 equally spacious and impressive installations for 3 different brands. After significant brainstorming, we shortlisted a few references for the installations and took approvals from the client.

Step 2

For the launch, we explored multiple options and froze on the interactive LED experience. We hired professional artists/performers and experienced visual artists to create the visuals on the screen. They worked mutually on the project to ensure a grand launch.

Step 3

The production team ensured all installations were put up as visualized. The collection was displayed and the ballroom was made ready to welcome the guests. We had 3 different time slots for attendees to avoid overcrowding. The entire activity of launch, post-event networking and product display tour was done for each batch.

Conclusion

The interactive LED launch performance was a show-stealer. The guests were mesmerized by this grand launch and the installations. The client was immensely satisfied with the outcome and appreciated us for skilful execution and collaboration.