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Aamir Khan to say 'Titan Be More'

Jul '08
A new brand philosophy takes centre stage at Titan, one of India's favourite brands, reinventing the popular brand after two decades.

This charting of a new course will encompass brand Titan in its entirety and focus on transforming the subliminal brand attributes that connect to the basic subconscious needs of a consumer.

The reinvention of the brand is the result of an extensive study undertaken by Titan in consultation with Future Brands.

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.

With this new initiative, Titan, a much loved and admired Indian brand is on its way to becoming truly iconic. Iconic brands have one thing in common.

They make clear strong statements which connect with the consumer beyond the merely obvious. Titan undertook an exciting, yearlong voyage last year to discover such an abiding truth, which indeed represents the soul of the brand.

Core of the reinvention:
Consumer seeks to be much more than what he is, and wants to express multiple desires in his life. Indeed, he lives multiple identities in the real world and in his real imagination. He wants to "Be More".

The watch on his wrist is a powerful and visible expression of each such identity. To illustrate, the Titan Aviator series, the Titan Octane collection, Titan Raga crystals for women, and Titan Heritage each represent a different identity. Wrist watches thus move from being mere style accessories to evocative symbols of our consumer's many identities.

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 their deep-rooted yearnings for self expression.

Future Brands, headed by one of India's foremost consumer experts, Mr. Santosh Desai, helped Titan discover this truth through a cutting-edge study based on cultural and social trends.

Speaking about the study, Mr. Santosh Desai, MD & CEO, Future Brands, said – "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.

We unearthed basic truths about Titan, which when carefully nurtured will maintain the great appeal of this iconic brand."

Speaking on the occasion, Mr. Harish Bhat, Chief Operating Officer (Watches), Titan Industries Limited said – "We are an international company based in India.

Our flagship brand Titan has achieved iconic appeal, and is treasured by millions. On this historic day, we thank our consumers for their unstinted belief.

And 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."

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