During the corresponding quarter of the last fiscal, Titan posted a sales turnover of Rs 82.98 crore. He said while the event-related promotions would bring home the bacon, Titan was also running parallel campaigns without an overt World Cup message to reach the sales projections.

This time for a change, Titan did not run many campaigns exclusively in connection with the World Cup except a series of ground events at its `World of Titan' outlets across the country.

Kurien said: ``Titan feels that the media explosion and promotional blitz the World Cup generated would make it verydifficult for anyone to stand out unless they pumped in an inordinate amount of money. This time we have chosen just one cricket-related event to run it as a high viewership media opportunity along with Titan ads on channels like ESPN/Star. We also have campaigns running on Doordarshan for our new brand, Sonata.''

He added,``These events coincide with our second most important selling season and we are confident that such a high viewership event has made our media strategy more effective.'' All of Titan's promotional programmes were kicked off just before or during the World Cup.

Currently, Titan has five promotional campaigns running. The company's promotional activities include a brand campaign to project its new watch, `Sonata', as an international gift watch. It also has promotional programmes for three of its sub-brands (Bandhan, Regalia and Fastrack). While Bandhan, a watch-pair works on a wedding theme, its Fastrack line is aimed at the youth.

Kurien said: ``All these promotional programmestogether have given Titan good exposure and visibility in the Indian watch market. It is interesting that now customers walk in to our outlets looking for a specific line, range or brand instead of just a watch.'' Another Titan official said,``We are doing considerably good business during the quarter and we will be achieving a 50-60 per cent market share during the fiscal.''