The watch maker has assigned its roster agency Ogilvy & Mather Bangalore, the task of creating an advertising campaign for the upcoming marketing blitz.
Titan's planned campaign will run in six languages - French, Dutch, Portuguese, Spanish, Greek and Italian - as Titan sets its sights on the key European markets.
"The campaign will specifically focus on the style-seeking sophisticate who is willing to experiment and is conscious of key social issues," said B. Kurien, chief operation officer of Titan Industries' watch division.
The six print advertisements comprise famous personalities such as Mother Teresa, Albert Einstein and Mahatma Gandhi.
The relation between the Indian brand and European consumer will come through the usage of renowned personalities from past years. "The attempt is to show faces and images, which are wellknown to European consumers," said P. Srivastava, vice-president of Ogilvy & Mather India.
Titan entered Europe in 1995 and Lowe Howard Spink created the initial advertising for the brand. Thereafter, the account shifted to a creative hot shop in New York. "The current campaign development was shifted to O&M for reasons of better coordination and consistent positioning," said Kurien.
For the European market, estimated to have a turnover of 65 million watches per year, Titan has a range of 120 designs, although its distribution is currently restricted toWestern Europe.
In May this year, the company launched Titan Edge, the slimmest commercially-available watch produced indigenously after four years of intensive research and development.
Titan, which manufactures more than 6.6 million watches annually, owns 13 brands including Titanium, Fastrack, Nebula and Regalia and Steel.
The other agencies on the company's roster are Lowe Worldwide and Lowe's affiliate Enterprise Nexus.