Futurebrands helped Titan in its journey to redefine the category and align itself with changing world-views. Appreciating the strong equity that Titan posses, our study identified key elements of this equity, and endeavored to make them future-relevant. We unearthed basic truths about Titan, which when carefully nurtured will maintain the great appeal of this iconic brand. Futurebrands tried to bring in the socio-cultural understanding of Indian consumers and the role that a watch plays in their lives. Our challenge was to re-discover the Titan brand and reinterpret it for a new world and worldview.In a way finding answers for some fundamental questions about the role of Titan in the changing world. How do we create a new time myth through the changing notion of time devices? How do we unify the brand appeal across its diverse consumers? How do we project the changing consumer truths through the idea of time? What meaning should we invest in the 'watch', through the filter of brand Titan? Our challenge was to discover the Titan brand and reinterpret it for a new world and worldview.

At Futurebrands Consulting, we believe that the axis along which a brand or category is sliced changes the way it is defined. We looked at the brand Titan from various vantage points in order to sharply analyze it and create new spaces in alignment with the changing cultural and consumer context.

In a multi-disciplinary approach to understand brand Titan we conducted the following fundamental investigations:

An internal audit of Titan Decoding the idea of Titan by scanning historical material, existing research, retail experience, communication and product offering Retail audits of Titan stores and other formats across three metros and a few small towns Extensive research in collaboration with an external research agency to understand Titan’s consumer context Desk research for a structural understanding of Watches and Time as well as the changing meaning of timekeeping