A new brand philosophy takes centre stage today at Titan, one of India’s favourite brands, reinventing the popular brand after two decades. This charting of a new course will encompass brand Titan in its entirety and focus on transforming the subliminal brand attributes that connect to the basic subconscious needs of a consumer. The reinvention of the brand is the result of an extensive study undertaken by Titan in consultation with Future Brands. The reinvention of the brand is encapsulated in the words “Be More,” and is presented through an exciting new film starring brand ambassador Aamir Khan.

With this new initiative, Titan, a much loved and admired Indian brand is on its way to becoming truly iconic. Iconic brands have one thing in common. They make clear strong statements, which connect with the consumer beyond the merely obvious. Titan undertook an exciting, yearlong voyage last year to discover such an abiding truth, which indeed represents the soul of the brand.

Core of the reinvention
Today’s consumer seeks to be much more than what he is, and wants to express multiple desires in his life. Indeed, he lives multiple identities in the real world and in his real imagination. He wants to “Be More.” The watch on his wrist is a powerful and visible expression of each such identity. To illustrate, the Titan Aviator series, the Titan Octane collection, Titan Raga crystals for women, and Titan Heritage each represent a different identity. Wrist watches thus move from being mere style accessories to evocative symbols of our consumer’s many identities.

The new philosophy of brand Titan – “Be More” – will touch all aspects of the brand.Consumers can therefore expect exciting new collections of watches, which connect, with various facets of their deep-rooted yearnings for self-expression.

Future Brands, headed by one of India’s foremost consumer experts, Santosh Desai, helped Titan discover this truth through a cutting-edge study based on cultural and social trends. Speaking about the study, Santosh Desai, MD and CEO, Future Brands, said: “Brand Titan has a deep emotional connect with millions of Indian consumers. An entire generation has grown with the brand, and has treasured it.The brand therefore has tremendous equity.Our study identified key elements of this equity, and endeavoured to make them future-relevant.We unearthed basic truths about Titan, which when carefully nurtured will maintain the great appeal of this iconic brand.”

Speaking on the occasion, Harish Bhat, chief operating officer (Watches), Titan Industries said: “We are an international company based in India.Our flagship brand Titan has achieved iconic appeal, and is treasured by millions today.On this historic day, we thank our consumers for their unstinted belief. And we believe that our new brand philosophy of “Be More” will appeal strongly to every contemporary Indian. We invite our consumers to express themselves through our watches, and cherish Titan as a symbol of their own identities.”

Mr Bhat added, “The ‘Be More’ tagline is everything that each of us wants to be.It captures our craving for a more complete life, expressed fully. Titan will make this truth come alive for each of us, every single day.”

Titan also announced today its all-new advertisement campaign showcasing this new philosophy. Conceptualised by O&M, the new film has been produced by Corcoise Productions. The film features Aamir Khan, who helps consumers connect with this simple yet powerful brand truth.

Speaking on the new advertisement campaign, Piyush Pandey, chairman, Ogilvy India, and National creative director and vice-chairman, Ogilvy Asia Pacific, said: “The most challenging aspect for us was to capture everything that the brand represents, and show it in a way that is easily understood, engaging and entertaining. We are happy that Titan as a brand and Aamir Khan as its brand ambassador are both so versatile that the making of this commercial was a delight.”