Campaign details

Brand: Titan Raga
Brand owner: Titan Company Limited
Lead agency: Ogilvy
Contributing agencies: 22feet
Country: India
Industries: Personal accessories
Media channels: Content marketing, Direct marketing, Events & experiential, Games & competitions, Livestreaming, Online video, Point-of-purchase, in-store, Public relations, Social media, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

Titan Raga is a brand that has been close to the hearts of Indian women for many years. It boasts several design-differentiated collections and spectacular Diwali collection launches and is perceived as an ornate watch brand limited to occasion wear. The brand started seeing declining sales to younger women, so, to appeal to the modern Indian woman, we needed to open up occasions of use and contemporise the design language and communications.

Market background and cultural context