Titan evolves new positioning, 'Be More', launches thematic campaign

 ‘Be born everyday…’
That’s Aamir Khan in the latest Titan commercial asking you to live life to the fullest. Titan has unveiled its new campaign featuring brand ambassador Khan in a new television commercial that, to quote from the brand’s new tagline, asks consumers to ‘Be more’ everyday.
The film, directed by Corcoise Film’s Prasoon Pandey shows Aamir Khan in a montage of situations, with a voiceover by the actor that talks about the journey of self discovery that everyone ought to take, to live out all their deepest silliest desires. The film ends with the tagline ‘Be more.’  

A year ago, the watch brand decided to undertake a comprehensive research into its brand equity, what it meant for consumers and looked at evolving a future facing brand strategy. Future Brands came on board as consultants for the project.  The new campaign is a result of this study, which looks at watches as more than just a timepiece, it’s about self expression. A Titan consumer is looking at expressing himself through lifestyle accessories such as these, explained Harish Bhat, COO, Titan, adding that this was why product design was a critical element of the new collection that was unveiled at the press conference. The new range revealed four new collections: Aviator, Octane, Raga and Heritage, each with a niche market audience. 

“Titan has always been a restless brand,” said Piyush Pandey, chairman and national creative director, O&M who was present at the occasion, “They have been restless about their product designs, with their advertising; The question they keep asking is what is the next thing that we are doing. That’s why Aamir is such a perfect fit with the brand- he is always challenging himself- he never rests on his laurels and is constantly looking to better his work.”

Santosh Desai, MD, Future Brands said, “Titan enjoys tremendous brand equity in the market and the study was undertaken to understand what its future strategy should be. The market has changed tremendously from the time when buying a watch was a life-long buy. Today’s consumers look at watches as a symbol of self expression. They want to be a whole lot of things and the campaigns looks at capturing that sense of self discovery.”

Bhat says the company will invest Rs 15 crores in the next two years for its marketing campaign which will include mass media, below the line initiatives and some degree of spends through what he terms unconventional media, namely online and retail presence. 

The creative team behind the TV campaign created by O&M comprises of Piyush Pandey as the national creative director, Malvika Mehra, Amit Akali, Anil Thomas, Kunj Shah and Ajesh. 

The Indian watch market accounts for about 40 million watches being sold every year, of which 15 million are sold in the organized market. Titan which claims to have a share of 65% of the organized watch market in India, says its portfolio grew by 18% last year against the category growth of 8 to 9%. Titan also has a global footprint across 32 overseas markets, including Dubai.