‘Mangal Pandey-The Rising’, is currently the talk of the town. The much-awaited film marks Aamir Khan’s return to the silver screen after four long years. And while his fans look forward to seeing him again, Titan, the brand that Aamir endorses, is also joined the melee.
Contributing to the flavour of the month, Titan has launched a new range of limited edition watches, called ‘The Rising’ collection.
Said Bijou Kurien, COO, Watches, Titan Industries Ltd, “With the launch of this limited edition watch collection, Titan has made a significant moment of history come alive, coinciding with India’s 58th year of Independence. These distinctive timepieces associated with a great hero provide all our fellow Indians an opportunity to wear this commemorative watch with patriotic zeal and pride.”
Apart from being a noble thought, this launch is also a win-win marketing tactic for both Titan and Aamir Khan. Each would ride on the other’s noise, promotions and target audiences. Since Aamir Khan has donned the face of the brand, this is a perfect example of symbiotic marketing and leveraging on its brand ambassador in an effective manner.
The Rising collection consists of four specially designed Mangal Pandey watches priced between Rs 500 and Rs 3,295. There is also a contest woven around it. By correctly answering three questions, available at all Titan showrooms and on the official website, a lucky contestant can stand to win the grand prize of dinner with Aamir.
Elaborating on the promotion, Aamir said, “It is great that Titan has introduced specially designed limited edition watches for Mangal Pandey. I appreciate their sentiment in saluting the first martyr of India’s first war for Independence. It is truly amazing that a brand has integrated a lifestyle accessory with patriotic motifs in such a unique way.”
Meanwhile, Tanishq is gearing up for the festival of Raksha Bandhan. With its special collection of traditional and contemporary 22 carat plain gold and studded jewellery, Tanishq is making sure sisters have no complaints against their brothers this Rakhi. Called the ‘Raksha Bandhan Collection’, the range starts from Rs 2,000 and comprises pendants, earrings and rings.
Be it bands of patriotism or that of brother-sister love, timely special editions have become a necessity for marketers, and there seems to be no dearth of occasions in the country.