Iconic Ads: Titan Watches – What’s Your Style
Titan needed to increase watch consumption per person by suggesting the use of different watches for different occasions.
The advertising of Titan Watches can never be complete without the signature tune. It was the idea of Suresh Mullick – NCD of Ogilvy in 1984, to choose Mozart’s 25th Symphony, and picked the track from the 1984 award-winning movie, Amadeus, on Mozart’s life. The MD Xerxes Desai, who liked western classical and jazz loved the tune.
In 2003, Titan realized that while people owned multiple pairs of shoes, changed their wardrobes regularly, but they treated watches like a utility. So most of them had one watch & changed them once every 7 years.
Titan needed to increase watch consumption per person by suggesting the use of different watches for different occasions. Make it a fashion accessory that showcased style!
In 2004, Aamir Khan became Titan’s brand ambassador and wove him into the “What’s Your Style?” campaign.
Coincidentally the first watch he purchased with his first earnings was a Titan watch in 1988.
Piyush came up with the idea for the film and part of it was based on Goshto – his man Friday for many decades. His relationship with Goshto was much more than that – it was built on mutual respect.
V Mahesh and Rajeev Rao fleshed out the idea into a script. Prasoon Pandey helmed the filmmaking. There was a huge contribution from Aamir.
The casting of Marathi stage actor Vihang Nayak was a Prasoon masterstroke. It was so impressive that both Aamir and Titan wanted him for other commercials in the future (after a couple more, unfortunately, Vihang passed away in a car accident). The humming of the Titan signature tune by Aamir & Vihang was Prasoon’s idea too.
Titan achieved a growth of 50%+ after the campaign
Thanks to Tithi Ghosh for her key inputs