Diwali is always associated with presenting gifts to the loved ones and gifting a designer watch makes the gifting experience that much better.
To make this possible Titan will launch a new collection of 100 watches spread over four of its sub-brands - Raga, Nebula, Regalia and Bandhan.
To support this launch the company has initiated a new television and print campaign involving a budget of Rs 5.50 crore (Rs 55 million) over four weeks. The company is launching a TV ad campaign titled 'Dil se, Shaan se' with its brand ambassador Aamir Khan and a print and outdoor publicity campaign. For the print campaign, Titan has recently signed Bollywood actress Rani Mukherjee.
Titan has completely revamped its 'Raga' collection of watches and added 30 new models with attractive designs in the price range of Rs 2,000 to Rs 5,000 aimed at women for this festival season. The collection includes new models which, based on various elements like flame, starlight, dew drops, leaf and aqua. They are available in steel, gold and gold-plated versions.
Next in the series is the new Titan Regalia collection. A collection of 40 new models are being launched for men in early October priced at between Rs 3,000-7,000. It is also launching eight new variants in the Titan Nebula range of watches in 18-carat gold priced at between Rs 8,000 and Rs 95,000.
Said Ajay H Chawla, business head, Titan, "The season is extremely important for any lifestyle consumer goods company as this is when gifting as well as buying for personal use is at its peak. We offer a lot of choice for our customers to pick an appropriate watch."
Based on this the company has come out with a new tagline - "Titan - Dil se, shaan se" - and has created a new television commercial with its brand ambassador, Aamir Khan, which is scheduled to go on air from October 1.
The campaign is in continuation of the brand's current communication strategy to focus on gifting. In the commercial, Aamir Khan surprises his old friend by gifting him more than 100 watches and remembers to get one for Jeeves too.
Titan aims to achieve 25 per cent sales growth over the last festive season. During October and November period last year, Titan sold Rs 20 crore (Rs 200 million) worth of watches. Its total turnover for the year from the sale of Titan brand of watches will be in the range of Rs 556 crore (Rs 5.56 billion), a 25 per cent growth over last year.
This is possible as it has added 18 new 'World of Titan' showrooms this fiscal to take its total number of showrooms to 195. By the end of this year it will add another 20 showrooms, Chawla said.
