Titan Raga signs Rani Mukerji as brand ambassador
June 12, 2006

Intensifying its focus on the women’s watch market, Titan today announced the new positioning and campaign for Titan Raga, India’s only watch brand which is designed and crafted exclusively for women. As part of the redefined Titan Raga campaign, celebrated actor Rani Mukerji has been signed up as the brand ambassador.

Titan Raga was launched in 1992 when Titan realised the huge potential offered by the women’s watch segment in India. In a market that sold downsized versions of male watches to women, Raga offered beautifully crafted ethnic designs. Over the years, Titan Raga has become the preferred brand for the Indian woman. Currently, Titan Raga commands a 68 per cent preference score among 25-40 year old women belonging to SEC AB.

This year, with an intent to escalate the penetration of women’s watches and to establish a deeper emotional connect with consumers, extensive thinking was done keeping the Indian woman in mind. Indepth consumer research revealed that the brand has the unique status of becoming a woman’s chosen intimate accessory and this led to a redefinition of the brand captured in its new baseline ‘Ek khoobsoorat rishta’.

Speaking at the launch, Harish Bhat, COO — watches, Titan Industries, said "With the new redefined Raga strategy and a strong brand ambassador association, we are confident of achieving a quantum breakthrough in the women’s watch segment. The alluring new designs would definitely captivate every woman’s heart."

"When a woman chooses a Titan Raga, she is not buying a watch or an accessory, but a brand that she trusts and confides in.," said Suparna Mitra, head — marketing, Titan, "Therefore we needed to associate with a ambassador who not only embodies the brand values but is also someone that the Indian woman admires and identifies with. Rani Mukerji with her timeless appeal and grace is the obvious choice for the Raga woman. We believe her endorsement of Titan Raga will go a long way to establish that a Titan Raga watch is an expression of a woman’s sensuality and feminity, " she added.

Speaking at the launch, Rani Mukerji said, "As a woman, I identify with Titan Raga’s unique positioning of sensual self-expression. Titan Raga watches are like today’s woman — beautiful, sensuous and feminine. This relationship is indeed ‘ek khoobsoorat rishta’."

As brand ambassador, the celebrated actor will play a key role in brand and product communication on television, print, outdoor and other media.

At the heart of the redefined Titan Raga lies its promise of design superiority and exclusivity. Raga watches are designed by Titan's own Design Studio, keeping in mind the specific needs of the Indian woman. They are an ode to the sensuality of a woman. In addition to traditional designs, the new Raga now offers to customers contemporary yet dressy designs. The new Raga presents a mix of case shapes in a variety of finishes - gold, steel and bi-colour. The watches come in leather and metal bracelets, studded with stones with pearlised dials, miniature movements and patterned dials. The Titan Raga range of watches is perfect for the intimate moments of a woman’s life and each watch is designed to bring this relationship alive.

Priced between Rs1,500 and Rs 5,000, the new Titan Raga collection with over 300 designs will be available at all World of Titan showrooms and multi-brand outlets across the country.