Titan re-branding itself with new logo and tagline

04 Jul 2008 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 whats your style

Titan will now follow a new tagline, Be More, conceptualised by Ogilvy India

After 24 years of being in the watch business, the Tata Groups Titan Industries has decided to give a new brand dimension to its flagship watch range, Titan. The only other time such an extensive rebranding exercise was undertaken for Titan was five years ago, when the Whats Your Style? and Aamir Khan campaigns were launched. In its new avatar, the brands logo colours have been changed to red and white (Titan inscribed in white on a red background). Titans new tagline is: Be More. This charting of a new course will encompass Brand Titan in its entirety. The reinvention of the brand, in the pipeline for the last eight months, is the result of an extensive study undertaken by Titan in consultation with Future Brands. Titan has always been about the new: new designs, new advertising, new retail experiences and new advertising, says Harish Bhat, chief operating officer, watches, Titan Industries. Over the years, our consumer seeks to express himself in varied The new Titan logo ways and is multidimensional. He yearns to be much more, in real life, in his dreams and in his imagination. Our take on the category is that a watch allows for these imaginative travels. (In fact, this is what led to the creation of the Titan Aviator, a spirited range with designs inspired from World War II fighter aircraft). This change in consumers prompted the brand to take a re-look at itself. After research and insight mining by Future Brands (led by Santosh Desai, its managing director and chief executive officer), it was discovered that with an explosion of options in the lives of consumers, they can do much more with their lives. Two key insights were arrived at: My watch is an expression of who all I want to be and My watch is a compass of my imagination. Titan offers four ranges: Titan Aviator (for those who love flying), Titan Octane (for those who are fascinated by car racing), Titan Raga (the sensual luxury range for women) and Titan Heritage (inspired by cultural/ heritage monuments). We want our consumers to say they feel like an aviator, or a princess, or anything they want to be, A frame from the new Titan TVC when they wear a Titan on their wrist, says Bhat. Hence the tagline, Be More. Santosh Desai says that the new communication goes beyond the prettiness/ stylishness/ adornment factor of a watch. This is a re-look at the category and the brand, he emphasises. Dipping into Titans history, he says, Many years ago, a watch was almost like a functional object that fixed you in your place in life. Titan opened up our options in a graceful way, liberating consumers to express themselves through the kind of watches they wore. Ogilvy & Mather Bangalore has conceptualised the new campaign for Titans brand personality change, which shows brand ambassador Aamir Khan encouraging people to be born every day.

According to Piyush Pandey, chairman, Ogilvy India, and national creative director and vicechairman, Ogilvy Asia Pacific, Two decades ago, I had the privilege of viewing the first Titan ad at Ogilvy, when I was a junior employee and could only see it from afar! Since then, I have worked on it personally and I have realised that its a very restless brand. Pandey says Titan comes up constantly with new designs, packaging and communication, even before one has had ones fill of the earlier ones. In Aamir, we found a perfect brand fit five years ago, as this is one man who is also very restless and constantly reinvents himself, leaving his fans craving for more, he says. The new communication is aimed at reinforcing that Titan is not just a watch, its a state of mind this is an extension of Titans recent campaigns, which talked of different watches for different moods. Titan plans on spending Rs 15 crore over the next two years to advertise on the Be More thought. This includes mass media, below-the-line and other media such as online and retail marketing. For now, Be More is an expression only for the mother brand Titan; whether or not it will filter down to other Titan watch brands such as FasTrack is not known. For the record, the watch market in India (both organised and unorganised) comprises 40 million watches (Rs 3,000 crore in terms of market size) out of which 15 million watches belong to the organised segment. Titan claims to have a majority market share (65 per cent) of this organised segment. Over the next 12 months, Titan plans to launch 10 new collections with 25-30 watches in each collection. Further, each retail touch point will contain a Be More story about the collection on display.

Titan re-inventing watches brand with new logo, tagline

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 rebranding exercise. The last time it had a new baseline Whats your style was in the year 2004.