Titan turns 55% gifting insight into Diwali chosen-family films
Titan reframes Diwali gifting around friends and colleagues, using the insight that 55% of its watches are bought as gifts. Here's the strategy.
The festive crowd is full of family stories. Titan Watches is betting on the relationships people choose.
01 · A gifting insight leads the brief
Titan Watches has launched its Diwali campaign, “Chosen Family,” under the Utsav by Titan programme. The premise is simple: family is not only the one we are born into, but the one we build over time. Behind that thought sits a sharper commercial fact—55 per cent of Titan watches are bought as gifts. That single number shifts the campaign away from usual family rituals and toward friends, colleagues and long-standing companions.
02 · Two films, two modern bonds
Conceptualised by Kinnect and 22Feet Tribal, the campaign tells two slice-of-life stories. One follows a friendship that has quietly integrated into a family unit. The other is set in a restaurant kitchen, where long working hours turn colleagues into close companions. In both narratives, the watch is not a product demo—it is a token of gratitude and shared memory, carried by Titan’s signature musical theme.
- Campaign: “Chosen Family”, part of Utsav by Titan
- Insight: 55 per cent of Titan watches are purchased as gifts
- Agencies: Kinnect and 22Feet Tribal
- Form: Two slice-of-life films spanning friendship and workplace bonds
03 · Why this matters in festive clutter
Diwali advertising is crowded with multi-generational family gatherings and ritual tableaus. Titan’s approach is a segmentation move: it takes a known purchase behaviour and expands the emotional address beyond the traditional family. Ranjani Krishnaswamy, chief marketing officer – analog watches at Titan Company Limited, frames it as: “Family is not just the one we are born into, but also the one we consciously build along the way.”
Chandni Shah, chief executive officer at Kinnect and 22Feet Tribal, adds that the brief was to find a festive truth that felt closer to how relationships are lived today, so Titan could play a natural role in moments of gratitude and belonging.
04 · What brand leaders can borrow
The lesson is not to abandon family; it is to let the data set the story. If a large share of category purchases already happens as gifts, ask who else is buying, for whom, and why. The chosen-family terrain also gives Titan a durable brand asset: a watch as a physical marker of time spent together can outlast a single festive window.
For marketers planning next year’s festive calendar, the prompt is straightforward. Find the purchase trigger already sitting in your data, then widen the cast of relationships your campaign recognises.
Source: ETBrandEquity.com
