Titan Industries is planning to invest around Rs 15 crore in the next two years to introduce a re-branding exercise for its brand of watches. The funds will be spent for mass media advertising, below-the-line advertising, and online marketing for the Titan brand.
The company will introduce a new logo and a tagline, ‘Be More’, and at the same time will launch a campaign featuring Aamir Khan, which will be created by its advertising agency O&M.
Speaking at a press conference, Harish Bhat, chief operating officer (watches), Titan Industries, said: “Through the new campaign, Titan is trying to connect with new consumers who are yearning to be ‘more’. We are reinventing the brand through new designs, retail strategy and advertising.”
Besides, with help from Future Brands, the brand consultancy arm of Future Group, Titan has launched a consumer research to study its brand identity. Santosh Desai, managing director and CEO, Future Brands, said: “Brand Titan has a deep emotional connect with millions of Indian consumers and tremendous brand equity. Our study identifies key elements of this equity and endeavours to make them relevant in the future.”
Piyush Pandey, chairman, Ogilvy India, said: “Titan has been a restless brand, be it in design or its advertising. The challenging part for us is to capture everything that the brand represents and show it in a way that is easily understood, engaging and entertaining.”
This is the second time in this decade that Titan is trying out a re-branding exercise. In the year 2004, it introduced a campaign with the tagline ‘what’s your style’.