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Tag: Titan Company Limited

  • The latest films from the brand celebrates the unspoken love between couples

    Tanishq celebrates precious moments for Solitaire

    By A Correspondent

     

    Jewelry brand Tanishq is known for its bold advertising, never hesitant to look at themes that are best left untouched by many. The brand has launched its latest film that celebrates a couple’s marital journey over a decade and another couple taking the big plunge with Tanishq Solitaires.

     

    The first Solitaire film revolves around a modern-day couple, who are heading out to celebrate their 10th anniversary. The film showcases how easy it is for the man to pour his heart out about his wife’s tiny quirks that annoy him. Yet, when it comes to expressing his love for her, he is tongue-tied. He then hands her a stunning solitaire ring by Tanishq, which truly expresses his love for her. While a couple may have their fair share of ups and downs, they continue to celebrate their love in small ways. Through this film, Tanishq encourages couples to celebrate their special bond with a Tanishq Solitaire.

     

    The second Solitaire film revolves around a young couple who are living in together. The woman has just returned from a trip and they are having a casual banter about the gifts that she has brought for her partner and friends. She continues to goad him about what he did while she was away and chides him for not doing any of the activities he had planned. He then proposes to her with a Tanishq Solitaire and claims that he does not know how to have fun without her.

     

    Speaking about the films, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said: “Couples today celebrate and showcase their love for each other in their own unique ways. Small differences do not take away from their pact to cherish and love one another. At Tanishq, we encourage couples to treasure their relationship and express their love through a Solitaire, which, like their relationship, is timeless. A Tanishq Solitaire is a symbol of their commitment and undying love towards one another.”

     

    Added Rajesh Ramaswamy, Executive Director, Lowe Lintas: “Solitaires have always stood for the ultimate symbol of love. In this series titled ‘expressions of love’, we’ve explored different contexts, and different stages of a relationship. The presentation of each of them have been treated very differently, and we’ve tried to capture the little nuances and layer. It is of course highly influenced by our own lives and people we know. We’ve had insane debates but a great deal of fun. It is produced by Absolute Productions who put together a crew that was as excited as us to tell these stories. We are hoping that people connect with it at a personal level.”

     

    Adding his thoughts, Hari Krishnan, President, Lowe Lintas, said: “Every relationship comes with own brand of romance and its own share of quirks. Tanishq understands the delicate nuances of every relationship. The solitaire is presented in this context as the ultimate expression of love.”

     

  • Appointment for the leading watch manufacturer spans 32 international markets

    Isobar bags global digital mandate for Titan

    By A Correspondent

     

    Isobar India has been appointed as the global digital partner for Titan Company Ltd. As part of the new mandate, Isobar will handle the brand’s creative, social and media duties to strengthen its presence across 32 international markets. The account will be managed out of Isobar’s Bangalore office.

     

    The countries covered under the mandate for Titan’s International Business Division include USA, Dubai, Bahrain, Kuwait, Malaysia, South Africa, Singapore, Thailand, Qatar, Vietnam & Bangladesh, to name a few.

     

    Speaking on the appointment, Vijesh Rajan, Business Head, TCL – International Business, said: “In today’s fast evolving, challenging times, consumer businesses like ours see an opportunity to enhance the impact of our marketing monies through the unlimited potential of digital. We are happy to partner with Isobar in this regard, since their global footprint in this specialist domain is a good fit with our growth aspirations in international markets.”

     

    Shamsuddin Jasani, Managing Director of Isobar India, added: “We are honoured to have been entrusted by Titan Company Limited, a renowned Indian brand, to help them expand their global presence. It is a tremendous responsibility and we are looking forward to working closely with our Isobar offices around the world to deliver transformational business results through the creative use of digital for Titan.”

     

  • The brand's latest wedding film captures the special bond between a father and his daughter

    Tanishq launches Rivaah for the Indian bride

    By A Correspondent

     

    The relationship between a father and his daughter is a special one. Tanishq’s latest film for wedding jewellery Rivaah captures this very bond. Through this film, Tanishq celebrates the fact that regardless of which part of the country you hail from, every father feels the same way when his daughter is getting ready to sail into wedded bliss.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said: “Every father in the world wants the best for his daughter and for her wedding day to be the most special day of her life. The launch of Rivaah is our endeavor to ensure that every father can give his daughter the best wedding jewellery as she begins a new chapter in her life. Every piece from the collection embodies the promise of Rivaah – to give the bride the best in terms of design, value and purity at competitive pricing.”

     

    Added Arun Iyer, CCO, Lowe Lintas: “As easy as it is to know that a father and daughter bond is always unique and strong, depicting it is equally difficult. We found six different insightful situations to highlight the singular feeling of love a father has for his daughter. And we’re glad we were able to capture this beautiful bond no matter which region the setting was in.”

  • … says Suparna Mitra, CMO, Watches & Accessories, Titan on the launch of new safety trigger-equipped Sonata ACT watches (text+video)

    Great looks, with safety…

     

    By Santosh Jangid

     

    In March this year, Titan Company announced that a unique watch was in the works that would offer safety for women. Sonata, the mass market, sub-Rs 2k brand of the Tata’s Titan Company was working on a relatively low-priced watch that could trigger a distress alert to pre-determined set of people.

     

    On Friday, CEO S Ravi Kant and CMO Suparna Mitra – both of the watches and accessories division of Bengaluru-based Titan were in Mumbai to unveil the watch – called Sonata ACT, ACT standing for App-Enabled Coordinates Tracker.

     

    The watch’s makes use of custom-made technology and will interface with the user’s smartphone to trigger distress alerts to a network of designated recipients when needed.

     

    Sharing insights on Sonata ACT, Kant said, “The Indian woman continues to evolve with the changing times. As she faces new challenges and responsibilities, Sonata is proud to present a unique offering for the new-age Indian women. With Sonata ACT, we are extending our offering to women and girls who are seeking new opportunities and are empowered to chase their dreams.”

     

    Sharing her views about the product, Suparna Mitra – Chief Marketing Officer, Watches and Accessories, Titan company Limited said, “Today we launched Sonata ACT. ACT stands for App Enabled coordinates Tracker. This is a different and totally unique product. It’s a great looking watch that has a safety feature embedded. It’s a regular watch but at the 8’o clock place there is a button in case of any kind of situation where the women owner of the watch needs help she can press the button twice and the watch is paired with an app and selected 10 guardians immediately get informed of the fact that she is under some kind of situation and they can reach out and help her. This watch has been conceptualised and executed over the last a year and half with a single objective of trying to do a little bit to solve the Indian women’s concern over safety  and as she goes about the world doing what she has to do as a working women and as a home maker, women need to be out and about and there are issues and concerns about safety and this watch is an enabler and a partner in her progress.”

     

    Priced between Rs 2,749 and Rs 2,999, the watch will be available in three variants through World of Titan stores, large format stores like Central, Pantaloons and Shopper’s Stop, authorised dealers and on the company’s website.

     

    Sonata ACT TVC Link: https://www.youtube.com/watch?v=OVp_exwO7lU

     

    We also caught up with Suparna Mitra -  Chief Marketing Officer, Watches and Accessories, Titan Company Limited on the company’s marketing strategy and more

     

    On the product:

    We have launched Sonata ACT…  ACT stands for App Enabled coordinates Tracker. This is a different and totally unique product. It’s a great-looking watch that has a safety feature embedded. It’s a regular watch but at the 8’o clock place there is a button in case of any kind of situation where the women owner of the watch needs help she can press the button twice and the watch is paired with an app and selected 10 guardians immediately get informed of the fact that she is under some kind of situation and they can reach out and help her. This watch has been conceptualised and executed over the last a year-and-a-half with a single objective of trying to do a little bit to solve the Indian women’s concern over safety  and as she goes about the world doing what she has to do as a working women and as a home maker, women need to be out and about and there are issues and concerns about safety and this watch is an enabler and a partner in her progress.

     

    On the decision to arrive at a sub-Rs 3000 price point:

    We thought of this as something that Sonata has to offer which is our mass volume brand. Sonata sells 4.5 million watches every year and so there are 4.5 million Indian consumers who are buying. Smart technology or connected watches typically are coming at very high prices but we were very conscious that this need is not a need of people or women who are at the upper end of the society but in fact the need is greater with middle class women and it is very important that if we are making such a product it needs to be at a very affordable and accessible price. We have three versions all of which are under three thousand rupees. We didn’t want a situation where a woman says, I really like the idea, this is very useful to me but I simply cannot afford because it is priced at 15,000 or 20,000. So Rs. 3000 is still a stretch for many of our sonata consumers but given the technology and utility it was something that we felt was a sweet price point that really opens up and allows a lot of women costumers to access this product.

     

    How Sonata is different from Titan, since they are produced by the same company:

    Sonata is a large volume brand. It operates at price points between five hundred to three thousand rupees. Sells a lot in both men and women in small towns and large cities. Titan is our mid market to premium brand. Its price point start from a little less than Rs 2000 and go up to about Rs 25,000. Titan is a more premium brand and has many shades of styles but it also has many sub-brands like Raga, Octane and all of these have their own unique facets.

     

    Change in marketing strategy for various brands:

    We go from the consumer out and that is the best way to keep it differentiated. We start with the Titan consumer and then we look at what the consumer’s needs are with respect to products, differentiated designs, technology, etc. Similarly with Sonata, we start with the consumer and the more clear we are about who the consumer is we are serving the more automatically the differentiation comes in both the products, marketing and communication. From a positioning point of view and from a media choice point of view it changes. In this particular TVC that we have created for Sonata ACT, it is going to be all the general entertainment channels, mass genres, regional channels, heavy investment and for Titan we advertise at the airports because that consumer is exposed to a different set of media.

     

  • The film brings to life the joy of Diwali when people go all out to express their love to their family and friends

    Tanishq’s latest film reignites the love for festive traditions

    By A Correspondent

     

    In its inimitable style, Tanishq has launched its latest film in time for the festive season. The campaign captures the celebratory spirit surrounding one of the most anticipated festivals in India. The film brings to life the joy of Diwali when people go all out to express their love to their family and friends.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, says, “Diwali is that time of year that everyone looks forward to. This festival is marked by beautiful traditions and the purchase of gold jewellery is an integral part of those traditions. Families and friends come together to partake in the festivities, and special celebratory moments are innumerable. In our latest film, we have captured these moments and the joy of going all out to celebrate. Aap kya phenoge is Diwali? Aao maniye Tanishq Wali Diwali. We are extremely excited towards this festive season and are looking forward to a prosperous Diwali.”

     

    Adding his thoughts on the film, Hari Krishnan – President-Lowe Lintas, says, “Everything under the sun is bought during Diwali and there’s a huge fight for the share of wallet, by products across different categories. We wanted to bring back the relevance of gold over everything else in a Diwali celebration and highlight the sheer joy and emotions of gifting.”

     

  • The Queen of Hearts collection by Tanishq is an embodiment of a woman who is gracious and emanates compassion like a royal

    Deepika portrays her benevolent side in latest campaign for Tanishq

    By A Correspondent

     

    Tanishq has unveiled its latest film that brings to life the character of the modern-day Queen of Hearts, portrayed by brand ambassador Deepika Padukone. The warmth she shares with her colleague in the film is relatable and her ability to share the spotlight stands testament to the modern woman.

     

    In the film, Deepika Padukone finds it hard to choose between two stunning necklaces from the collection. When questioned, Deepika’s manager tells her about the necklace she prefers and expects her to wear it for the event the next day. When Deepika wears the other necklace, her manager reinstates the one she prefers. This moment is when Deepika reveals that the necklace is a gift for her manager and was always intended to be. The film portrays the actress as a humble and gracious individual that she is, truly a modern-day Queen of Hearts. The film ends with the two of them sharing the spotlight on a glorious night.

     

    The Queen of Hearts collection by Tanishq is an embodiment of a woman who is gracious and emanates compassion like a royal. Her very presence is marked by elegance. The Queen of Hearts is a woman who takes delight in the happiness of others and enfolds them in her glory. Such a woman deserves her own crown and Tanishq presents this collection for that woman.

     

    Speaking on the collection, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited said, “Charming, graceful and generous, the Queen of Hearts lights up any room she enters. She may not be born into royalty, but she exudes compassion and touches the hearts of those around her. Tanishq’s latest stunning diamond collection has been inspired by this very woman. A modern rendition of royalty, the Queen of Hearts collection from the house of Tanishq is a class apart, is accessible and is truly a show-stopper.”

     

  • The latest campaign by Titan gives an exciting glimpse of the quintessential man

    O&M out with a new campaign for Titan Watches

    By A Correspondent

     

    Over the years, Titan Watches has managed to influence men with its many offerings. After gliding through an era of machos and metrosexuals, we’re now in the age of the quintessential man – whose manliness is not defined by his physique and but his attitude.

     

    In its new campaign – The Titan Man, the film opens with him getting ready for the night. The camera follows him through the night as he takes one last look at himself in the dressing mirror and puts on his favorite watch. He heads down the crowded streets, through a dim-lit subway, all the way to the hottest party in town. Never losing sight of his charm and enchanting smile, the camera makes its way with him through the lively kitchen of the club to its dance floor. The film closes with a knowing wink from him telling us there’s much more to him.

     

    Sharing his thoughts on the campaign, Sirish Chandrasekhar, Head – Marketing, Titan Watches, Titan Company Limited, says, “Titan has always looked at cultural and social trends with an alternative lens and the idea of the quintessential man is a very interesting take. There is a certain confidence that the new age man has. This confidence is emanating from his belief in himself and the fact that he knows he can make a difference.”

     

    Tithi Ghosh, Senior Vice President & Head of Advertising, Ogilvy & Mather (South), adds “Titan watches are coveted fashion accessories and they are worn by men who have style and swagger. In this ad, we have focused on the cool head and exciting pace with which the modern Indian man lives his life outside of work. We hope the modern male audiences will connect with the confidence and style quotient of the Titan man.”

     

    Conceptualized by Ogilvy and Mather, the campaign will be supported with print and outdoor as well.

     

  • Narrating the emotional bond of the mother-daughter duo, Tanishq celebrates the timeless relationship they share

    Tanishq celebrates mother-daughter relationship in latest ad film

    By A Correspondent

     

    Tanishq has always been at the forefront of crafting superior jewellery over the years. In its first television commercial with Bollywood diva Deepika Padukone, the brand tells a powerful story, where the actress is seen sharing screen space with her mother. Narrating the emotional bond of the mother-daughter duo, Tanishq celebrates the timeless relationship they share.

     

    The films, crafted by Lowe Lintas, opens with Deepika Padukone narrating the nuances that remind her of her mother. She narrates the little moments they share together and brings to life the beautiful message of how a mother is the most unique and special woman in one’s life. The film closes with Deepika thanking her mother for everything she is today and gifting her a jewellery piece which brings out the message – No matter how grown up you are, you will always be a little child to your mother.

     

    Sharing her views on the campaign, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said, “Tanishq has always been synonymous with celebrating beautiful relationships. In all our communication, we have constantly aimed to move beyond boundaries and redefine the progressive Tanishq woman. A Tanishq woman is a woman of today who knows what she wants and makes her own choices, and most importantly, time values relationships. In our latest television commercial, we celebrate the beautiful bond of a mother and her daughter by narrating the love that they share. Deepika has stunningly encapsulated her timeless feelings for her mother along with our timeless jewellery.”

     

    Rajesh Ramaswamy

    Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas, said,  “Apart from the many other aspects about Deepika Padukone, one thing that really sets her apart is the relationship she shares with her family. What was charming was that despite all her popularity and stardom, there was this side to her which is so normal and rooted. We found this beautiful relationship she shares with her mother very endearing and something everyone will connect with deeply.”

     

  • Maxus decided to co-create integrated branded content with Maa TV

    Maxus devises new campaign for Tanishq

    By A Correspondent

     

    Maxus has joined hands with Tanishq to capture the Southern market as the must-have jewellery brand for weddings through their innovative campaign by integrating the brand with Maa TV.

     

    “Tanishq has an extensive range of regional wedding jewellery for all different communities – a little known fact & essential to communicate. The brand TVC does try to address this, but only that much can be said in a single TVC. The Maxus content team created a win–win association with MAA TV’s editorial team and created a coup of sorts – getting the channel’s most popular faces to create a stunning showcase of the Telegu brides’ must have Telegu jewellery pieces, assuring Andhra/Telengana women that they will get the most spectacular regional range at Tanishq. The MAA protagonist giving their assurance adds immediate believability and trust, something that would otherwise take long to create,” said Sanchayeeta Verma, South Head- Maxus India.

     

    Speaking about the initiative, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said, “We are delighted to be a part of this one-of-a kind initiative by Maxus in collaboration with Maa TV. Over the years, we have built a very strong bond with the Telegu community and look forward to growing our relationship by continuing to offer best-in-class jewellery. The Telegu wedding collection by Tanishq brings to life the ancient traditions of the Telegu community in true Tanishq form. We understand the importance of jewellery pieces like Vaddanam and Vanki for a Telegu bride, and are proud to showcase our wedding collection spread across traditional gold ornaments to deck the bride in her finest.”

     

    The campaign saw strong soap actors who are the biggest decision influencers in the Andhra Pradesh and Telangana market coming on board. Furthermore Maxus Bangalore decided to co-create integrated branded content with Maa TV.

     

    As a part of the integrated brand campaign Maxus ESP along with Maa TV selected the three most popular faces of Maa TV-Jyoti (Ashta Chamma), Sirisha (Kanchana Ganga)  and Meghna (Sasirekha Parinayam).

     

    In the TVC, the three ladies adorn the traditional Telugu bridal jewellery by Tanishq. Each jewellery piece, which is a Telugu bride’s most faithful companion, is showcased and the craftsmanship is brought out.

     

  • Tanishq has used a unique story-telling approach in the commercials, which is very different from anything the brand has done in the past

    Tanishq unveils campaign to highlight matchless offerings

    By A Correspondent

     

    Tanishq has taken its communication a step further and has launched a series of commercial films featuring its retail sales officers.

     

    Tanishq has used a unique story-telling approach in the commercials, which is very different from anything the brand has done in the past. Each film opens with a Tanishq retail sales officer from different parts of the country (Bangalore, Delhi, Kolkata and Jaipur) who narrate unique experiences they’ve had with Tanishq customers. These real stories brings alive the brand’s commitment towards great value and purity along with complete transparency. From introducing the state-of-the-art karatmeter at every single Tanishq store which guarantees the most accurate way of measuring the purity of gold, to providing 100 per cent exchange value for diamonds and other precious stones, Tanishq ensures that its customers are never disappointed.

     

    Sharing her views on the campaign, Deepika Tewari, General Manager, Marketing, Jewellery Division, Titan Company Limited, said, “At Tanishq, we believe that our jewellery is about a promise of beautiful relationships. Our campaigns explore the beauty of relationships between a husband and wife, brother and sister, mother and son, father and son. With the new campaign, we are now taking a step further to present another facer of our relationship – the one that our employees at the stores share with our customers.

     

    She further added, “The imperative was to convey our messages in a simple, yet effective manner. The four films cherish the moments of truth, honesty, transparency, passion and best industry practices that makes Tanishq, the most loved and preferred jeweler in the country. Backed by strong consumer understanding, we have also attempted to change vocabulary in the films so consumers take an informal decision while buying our jewellery.”

     

    Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas said: “The biggest challenge was to present these rational points interestingly. We drew inspiration from sales staff of Tanishq who are so passionate about the brand and have a lot of stories that cover these rational points in a very interesting and human manner.  And of course it was nice that we could manage this in one single take without a cut.”