~ With two heartwarming slice-of-life stories,
Titan gives a new sentiment to festive gifting where a watch becomes a keepsake
of the relationships we gather through life~
Mumbai: Titan
Watches, India’s iconic watchmaker, ushers in the festive season with its
latest campaign, ‘Chosen Family’. With 55% of
Titan watches purchased as gifts, the art of gifting has always been an
integral part of Titan’s story, celebrating relationships and marking cherished
occasions. Utsav by Titan brings this sentiment to life through the
festive spirit of togetherness and thoughtful gifting. Today, as the meaning of
family expands, so does the circle of people we choose to celebrate with.
Gifting is no longer confined to traditional familial bonds, but extends to
friends, colleagues and the many relationships we build through shared life journeys.
With ‘Chosen Family’, Utsav by Titan captures the evolving
essence of family and the connections that extend beyond conventional ties.
Speaking about the campaign,
Ms. Ranjani Krishnaswamy, Chief Marketing Officer, Analog Watches, Titan
Company Limited, said, “Family is not just the one we are born into, but
also the one we consciously build along the way. Through life’s many
experiences, friends become family, colleagues become companions and grow into
lifelong relationships. Through this campaign, Titan celebrates the beauty of
these bonds and the joy of gifting a watch as an enduring expression of the
time, memories and moments we share.”
The
campaign explores the many expressions of chosen family through two evocative
narratives. The first explores a friendship that gradually finds its place
within the family fold, where affection and belonging transcend geographical
distances. The second unravels in a bustling restaurant kitchen, where long
hours, shared challenges and little victories turn colleagues into family. Both
stories reflect how friendships deepen; professional relationships evolve and
the people we meet along the way become an integral part of our lives. Through
thoughtful gestures of gifting, Titan watches become a symbol of these special
relationships and the moments that make them meaningful.
Speaking
about the creative approach behind the campaign, Chandni Shah, CEO, Kinnect
and 22Feet Tribal, said, “‘Chosen Family’ gave us an opportunity to take a
familiar festive emotion and find a truth that felt more relevant to how
relationships are lived today. Family is also built through friendships, shared
experiences, little gestures and the people who simply show up for us over
time.
At Kinnect,
we’ve always believed that the most powerful brand stories are rooted in a deep
understanding of people, culture and the world around them. The focus was
therefore to keep the storytelling simple, intimate and recognisable, while
allowing Titan to play a natural role in moments of gratitude, belonging and
celebration. It’s the kind of work we love doing, where a strong human truth
and the role of the brand come together naturally.”
Woven
together through Titan’s signature emotional storytelling and its iconic
melody, ‘Chosen Family’ celebrates the many forms that family takes
today. This Diwali, Titan invites everyone to celebrate the family we have
always known and the one we choose along the way, turning festive gifting into
a beautiful reminder of how much richer life becomes with them in it.
Campaign
Film 1: https://www.youtube.com/watch?v=_-3YoLzAJWg
Campaign
Film 2: https://www.youtube.com/watch?v=ld8BOxZMOAU
Campaign Credits
·
Brand Team: Ranjani
Krishnaswamy, Aparna Ravi, Kevan Anand, Shivendra Pratap Singh, Yashaswini
Jutta, Aditya Sanjay Banerjee
·
Agency: Kinnect
·
Business: Chandni
Shah, Elstan Rebello, Rica Ahilya Dsouza, Owais Yousuf
·
Creative: Nishant
Pratap, Avinash Serrao, Rashi Shah
·
Production House: Creature
Films
·
Executive Producer: Ramel
George
·
Director: Joyeeta
Patpatia
·
DOP: Arnold Fernandes
·
Music: Amar
Mangrulkar
·
Line Producer: Abheeshek
·
Asst. Director: Suvigya
Dubey