Titan gets into prime time

Titan is launching a new collection of 100 watches spread over four of its sub-brands "" Raga, Nebula, Regalia and Bandhan.

The company is initiating a new television and print campaign with a budget of Rs 5.50 crore over the next four weeks.

Launched on Sunday, Titan's TV ad campaign titled 'Dil se, Shaan se' features Aamir Khan. For the print campaign, Titan has recently signed Bollywood actress Rani Mukherjee.

Titan has completely revamped its 'Raga' collection of watches and added 30 new models with attractive designs in the price range of Rs 2,000 to Rs 5,000 aimed at women for this festival season.

The collection includes new models based on various elements like flame, starlight, dew drops, leaf and aqua. They are available in steel, gold and gold plated versions.

Next in the series is the new Titan Regalia collection. A collection of 40 new models are being launched for men in early October priced at between Rs 3,000-7,000. It is also launching eight new variants in the Titan Nebula range of watches in 18 carat gold priced atbetween Rs 8,000 and Rs 95,000.

Said Ajay H Chawla, business head, Titan, "The season is extremely important for any lifestyle consumer goods company as this is when gifting as well as buying for personal use is at its peak. We offer a lot of choice for our customers to pick an appropriate watch."

Based on this the company has come out with a new tagline "" "Titan - Dil se, shaan se" "" and has created a new television commercial with its brand ambassador, Aamir Khan, which is scheduled to go on air from October 1.

The campaign is in continuation of the brand's current communication strategy to focus on gifting.

In the commercial, Aamir Khan surprises his old friend by gifting him more than 100 watches and remembers to get one for Jeeves too.

Titan aims to achieve 25 per cent sales growth over the last festive season. During October and November period last year, Titan sold Rs 20 crore worth of watches.