``The product is the hero in our campaign. To complement the product range, we have given our ads an international look,'' says a spokesperson from FCB- Ulka. As of now, the company has no plans to launch a television campaign. As for its media plans, the agency has released the campaign in all leading financial dailies and magazines. The duration of the campaign is from October 1999 to March 2000. The company has plans to launch a new range of neck-ties in the near future.

Getting brand conscious
As part of its image building exercise, Air France has recently launched a print campaign that includes four press advertisements. Due to global realignment, the ad account has now shifted to Euro RSCG from Lintas Worldwide.

``This brand campaign will be followed by product specific advertisements at a latter stage,'' informs a spokesperson for Euro RSCG. The campaign, comprising four different creatives, has been released in all leading dailies and magazines across the nation.

Titanic moves
Coinciding with the festive season, the watch major, Titan Industries, has launched a print campaign in an effort to create awareness for its new products. ``This Diwali, light up hearts,'' reads the headline of the campaign. Designed by Ogilvy & Mather Advertising, the print ad displays a colourful collage of its new models. `Celebrate the festival of lightswith the all-new range from Titan,' recommends the copy.