After its success in watches, jewellery, eyewear, and fragrances, Titan Company is all set to foray in the ethnic wear segment, with a new brand centered on hand-woven sarees. Famous Innovations, Bengaluru, has won the mandate for the same, which includes naming, brand identity, design as well as complete brand strategy and communication. There was no pitch involved. The brand named Taneira launched this month with its first store in Bengaluru.
G V Krishnan, CEO South, Famous Innovations, said, “We have been working with Titan for over three years now on Xylys and a few other brands. This exciting opportunity will allow us to build a brand from scratch. The Titan Incubation team, headed by Shyamala, has given us a free hand to explore and create a strategy that will appeal to the new-age, rooted yet progressive woman’s sentiments. It is an extremely challenging task, especially given the multitude of fashion choices she has today.”
Shyamala Ramanan, Business Head - Taneira, Titan Industries, said, “We have always entered categories to add value to the ecosystem and this is a logical step for us after our success and leadership in Watches and Jewellery spaces. India is seeing a resurgence of pride in its tradition. We are getting back to their roots in our very own way, fusing style with tradition effortlessly. We have curated handmade sarees from across India. Famous’ fresh creative approach makes them an ideal partner for us to go ahead with for this venture.”
Famous Innovations is a two-time winner of South Asia Independent Agency of the Year award. It was also listed among the World’s Top 14 Independent Agencies by The Network One UK.