Titan Raga from the Watches and Wearables division of The Titan Company is launching a new collection of watches inspired by the concept of ‘Moments of Joy’.
The new collection comprises one of its kind unique stunning timepieces that lets the consumer interact with them. Rightly pointed out by the brand’s CMO, Kalpana Rangamani, that the focus is now to bring forth design-led collections from Titan Raga.
On the launch of this collection, Kalpana Rangamani, Chief Marketing Officer, Watches and Wearables Division, Titan Company Limited spoke exclusively to us, obviously about the launch and shed light on the brand’s communication strategy all the through the lockdown and the way forward.
Edited Excerpts.
How did the communication from the brand evolve or change during the lockdown?
Our communication has largely been focussed on Titan as a brand. We engaged in several consumer-driven activations throughout the lockdown. Activities like #TimeTogether and #TimeWithMahas kept us connected with our consumers. We also launched several campaigns during this phase that focussed on special occasions like Mother’s Day, Father’s Day and World Athletics Day to engage with our customers and uplift the overall sentiment in the market.
Titan Raga in particular, came forward with the ‘Proud to be Me’ campaign with Kumar Iyer, a member and mentor in the LQBTQ community that spoke about nurturing relationships with your own self and embracing who you really are. Raga has always been the hallmark of thought leadership. Honouring the Pride month, we wanted to reach out and encourage everyone to be their true selves thereby sending a positive message of inclusivity and self-expression.
‘Proud to be me’ was a lovely campaign! Tell us about the changes that have been made to the product and the brand from what it was last year to now? How have you evolved both the product and its narrative with the brand ethos?
During the lockdown our prime narrative for the Watches & Wearables division was focussed on instilling a feeling of hope and positivity among the customers. Our consumer engagement activations and loyalty programs were initiated in the same regard. This phase also saw several innovations and launches in the smart category of Titan which served the need of the hour. We launched Titan Connected X followed by Titan Pay, India’s first contactless watch in association with The State of India.
With the arrival of the festive season, our focus is now to bring forth design-led collections from Titan Raga which is take the forefront for the line-up of festivities. The intention is to introduce ‘Moments of Joy’ to lift consumer spirits and encourage them to celebrate everyday moments and treat themselves or a loved one in these difficult times.
Lovely, and what are your expectations from the new collection of Titan Raga – Moments of Joy?
The pandemic has caused a major setback in everyone’s lives. Consumers are slowly returning back to their normal lives and resuming their purchase habits with each passing day. With the arrival of festival season, our primary intent is to lift consumer spirits and encourage them to celebrate small moments of joy in daily lives.
Over the years, Titan Raga has been celebrated for its striking design language and the way it connects with the woman of today through its unique aesthetic story. This new collection, ‘Moments of Joy’ is a true amalgamation of beauty, elegance and functionality with a playfulness of joyful elements to add a dash of sparkle in our consumer’s lives.
As an extension to this launch, we have also initiated a live virtual fashion show series “Colours of Joy” on social media which is a 9-day long event celebrating raga consumers and engaging with them on the occasion of Navratri.
The idea was to initiate a fun engagement activity with our consumers with a creative use of the collection. We thought of aligning this with the auspicious occasion of Navratri to capture maximum involvement of our consumers.
Through this initiative, the brand will get an opportunity to be a small part of the consumers’ lives.
How has customer spending improved ever since the unlock of the lockdown? Considering the financial situation of your customers, (in general) have you changed your Target Group a little bit? Or maybe enhanced the STP of the brand for this particular collection?
The consumers buying pattern has shifted towards essential items during the lockdown. While the market is opening up and sales of non-essential items have picked up, the full recovery is yet to be seen.
Raga ‘Moments of Joy’ focuses on consumers who are seeking differentiation in the products they are buying either for self-gifting or for gifting to others this festive season.
This festive season is one of the most awaited festive seasons of all times, your thoughts, hopes, and most importantly, the expectations from this season?
The festive season is here and we have observed the consumers are slowly getting comfortable with the concept of self-gifting and gifting for loved ones for the festive season. Even though this year will witness celebrations in small intimate gatherings within family and friends, we are hopeful that customers will join in full spirits and vigour creating special memories with their loved ones.
