Marketing Strategies of Titan brand

Titan brand- The Most Loved Watch Brand

Who would have thought that a joint venture between the TATA Group and The Tamil Nadu Industrial Development Corporation (TIDCO) will be so successful that it will become a household name in the organized watch retail world. Today, Titan Company is Tata Group’s largest consumer company.

TITAN is what this joint venture was named in the year 1984 and is the largest watch brand in India since then. Titan Company Limited (earlier called as Titan Industries Limited) today has Watches, Jewelry, Precision Engineering, Eyewear, Bags, Wallets, Perfumes and Belts under its name.

The company launched Fastrack, a fashion accessories brand in the year 1998 as a sub brand of Titan. In the year 2005, this brand became a stand-alone and now targets the youth and urban India. After observing a growing fashion and e-commerce market in India, Fastrack began opening retail stores throughout the country. The first store was opened in Pune in 2009. Fastrack later opened another 158 stores in 79 major cities of India.

Tanishq is the popular and loved jewelry brand owned by this company and SKINN is the famous perfume brand which was launched in the year 2013 by them.


» Titan – The Company Overview

In June 1984, TATA Group and The Tamil Nadu Industrial Development Corporation (TIDCO) decided to come together and form a watch company called Titan. The planning for this venture went on till the year 1986 and the first watch from this company hit the markets in March 1987. In the year 1993 the name of the company was changed from Titan Watches to Titan Industries as they also started with the jewellery line under the same business.

Tanishq, a popular and high end jewellery brand was launched by the company in the year 1994. They also had a joint venture with the American watch giant Timex for a brief period from the year 1992 to 1998.

In the year 2005 the youth and urban crowd of India saw the launch of Fastrack which is today an independent company and its popularity is increasing by the day because of its trendy designs and youth centric marketing.

In the year 2011, Titan decided to enter the European market by acquiring the Swiss watch brand Favre-Leuba.The company has 438 stores across 120 cities in India.

The current chairman of this watch giant is Vikram Kapur and the company has its headquarter in Bengaluru, India. It employs over 7500 people and is a public listed company.


» The Evergreen Music of Titan

Their first commercial Ad was launched in 1987 which is still known for its Music. Chosen by Xerxes Desai, Managing Director of Titan Industries in 1984 and the creative head of O & M in 1987, the tune was known for its class and western vibes. This segment from Mozart’s 25th Symphony has arguably become Indian advertising’s most memorable track.

Starting in 1987 in its pure classical versions, this music has been rendered in countless innovative versions over the years till date.


» Titan and its Advertising Brilliance

Titan, without any arguments has been one of the most amazing advertisers of their product in India. Known for their creativity, simplicity and uniqueness this brand is always talked about when it comes to brilliant advertising.

› Titan has also been endorsed by many Bollywood celebrities

To list a few popular ones:

Amir Khan – Titan
Katrina Kaif, Rani Mukerjee and Kriti Sanon – Titan Raga
Mahindra Singh Dhoni and Sushant Singh Rajput – Sonata
Deepika Padukone – Tanishq
John Abraham and Virat Kohli – Fastrack

Titan is known for making some of the most beautiful and memorable commercials which stay in the minds and hearts of people. Known to touch the emotional cord in one’s life, there are many that one can remember.


› #BreakTheBias Campaign

This was the campaign which was launched on the occasion of Women’s Day in the year 2016.A powerful message on overlooking how the world sees a woman at workplace given in a very simple and convincing manner.


› #JoyOfGifting Campaign

By far one of the best ads by Titan. The Gift of Time was showcased in the most beautiful way in the commercial in the year 2014. Again, a very simple ad which was realistic and well thought of.


› #MomByChoice Campaign

These campaigns were the launch of Titan Raga new collection and new tagline ‘Khud Se Naya Rishta’. The company made a series of ads promoting womanhood and the capabilities of women around us. Beautifully made and well thought after concepts, these ads are still remembered by many!


› #WeAreConnected Campaign

This campaign was launched in the occasion of friendship day and also to promote their new technology smart watches in the month of August 2018. These smart watches are specially designed for women.

This is a beautiful ad showing best friends living a completely different life but always staying connected through their Titan watches.


› #TickTalk Campaign

This is the campaign in association with Masaba Gupta, a prominent Indian fashion designer known for her quirky designs which are inspired from Indian traditions. Along with Titan, she designed various watches under the Titan Raga collection called as ‘RagaXMasaba’.

This was a campaign which showcased Indian heritage with a modern twist and the tag line of it was ‘Be Fiercely Authentic’



Titan is known for its brilliant, affordable and stylish watches which have been a part of one’s life for the longest time ever. There will not be a household in India who would not have owned a Titan watch once in their life!

Titan is a brand of trust, longevity and is known for moving ahead with time. Creating ads which leave a mark on your memory and launching products which are for the masses as well as the classes this brand has been the market leader in the organized watch industries for over two decades.

A loved band which makes watches for every occasion and age group it surely is here to stay in our hearts forever!


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