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— Shashi Ashiwal

Re-branding exercise: (From left) Mr Harish Bhat, Chief Operating Officer (Watches), Titan Industries Ltd; Mr Santosh Desai, Managing Director & CEO, Future Brands; and Mr Piyush Pandey, Chairman, Ogilvy India, at a press conference in Mumbai on Thursday.

Our Bureau

Mumbai, July 3 Titan Industries is planning to invest Rs 15 crore for the next two years towards a re-branding exercise for its brand of watches. The money would be spent towards mass media advertising, below-the-line advertising and online marketing for the Titan brand. Currently, the watch maker is ‘reinventing’ its brand with a new logo and tagline ‘Be More’, and at the same time unleashing a new campaign featuring Aamir Khan, created by its agency O&M.

At a press conference, Mr 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 re-inventing the brand today through new designs, retail strategy and advertising.” Besides, Titan is also planning to have an online marketing model for its brand. Taking the help of Future Brands, the brand consultancy company belonging to the Future Group, Titan has engaged upon a consumer study for itself. Mr Santosh Desai, Managing Director & CEO, Future Brands, said: “Brand Titan has a deep emotional connect with millions of Indian consumers and tremendous brand equity. Our study identified key elements of this equity and endeavoured to make them future relevant. Our job was to discover the soul of Titan.”

Mr Piyush Pandey, Chairman, Ogilvy India, said: “Titan has been a restless brand, be it in design or its advertising. The challenging part for us was 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 two decades that Titan is trying out a re-branding exercise.

The last time it had a new baseline —What’s your style— was in the year 2004.

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