Titan, after two decades reinvented its brand philosophy. 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.
"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," said COO (Watches) of Titan Industries Limited, Harish Bhat.
"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," Bhat said.
The reinvention of the brand is the result of an extensive study based on cultural and social trends undertaken by Titan in consultation with Future Brands.
"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," said MD & CEO of Future Brands Santosh Desai.
Titan also announced today its all-new advertisement campaign showcasing this new philosophy featuring Aamir Khan and conceptualized by O&M.
"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," said National Creative Director & Vice-Chairman of Ogilvy Asia Pacific, Piyush Pandey.
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 self expression.