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Recently, I watched all the episodes of Made in India: The Titan Story. As the story unfolded on screen, I found myself travelling back nearly four decades to a time when Titan was not yet a household name but a dream waiting to be realised.
For me, Titan is much more than a successful brand. It was one of the most significant learning experiences of my professional life. Many of my fundamentals of advertising and marketing were shaped while working on the brand during its formative years. I had the privilege of being associated with Titan for nearly three years and was involved in several aspects of its communication, including the creation of the iconic "T" symbol that still appears on the watch dial but now in a more contemporary design.
When the Dream Began
Most people remember Titan from its beautiful watches and unforgettable music. But the journey started much earlier.
Before the watches reached the market, funds had to be raised. The IPO campaign became the first chapter in the Titan story. It was among the first Tata companies to offer shares to the public at par, without a premium. The advertisement carried a memorable headline:
"How to Buy a Share of a Tata Company at Par?"
Even at that stage, one could sense that something special was being built.
Launching a New Era
Titan was officially launched on Baisakhi Day, 14 April 1987, at the Taj President Hotel in Mumbai.
The launch campaign was designed around a simple but powerful proposition: international-quality watches with a range and design aesthetic that India had never seen before.
I still remember the excitement surrounding the launch. Every aspect of the communication reflected confidence, aspiration, and world-class standards. We were not merely introducing a new watch; we were introducing a new category experience for Indian consumers.
Then came the advertising that changed everything.
The television commercials showcased elegant watches with minimal storytelling. Yet they left a lasting impact because of the unforgettable Mozart score. That music became one of the strongest brand properties in Indian advertising history. Even today, hearing those notes instantly brings Titan to mind.
Watching the Story Come Alive
As I watched Made in India: The Titan Story, many of those memories came rushing back.
The series does an excellent job of portraying the vision of Mr. Xerxes Desai and the enormous challenges involved in creating a world-class watch brand in India. While the narrative includes fictional elements, the essence of the journey remains true.
One scene that particularly resonated with me was the insistence on quality before presenting a watch to the board. It reflected the perfectionism for which Mr. Desai was known. Those who worked with him understood that excellence was not negotiable.
Another powerful theme in the series is the repeated struggle against setbacks. There are moments when deadlines seem impossible, resources appear inadequate, and confidence is tested. Yet the team continues to push forward. Watching those scenes reminded me of the determination that existed within the organisation during those early years.
The Leadership Behind the Brand
The series captures an important truth: great brands are rarely built by products alone.
Mr. Desai's leadership was rooted in a belief that India could produce products equal to the best in the world. He challenged conventional thinking and encouraged people to pursue standards that often seemed beyond reach.
What impressed me most was how he inspired ordinary people to achieve extraordinary results. The story shows engineers, designers, marketers, and factory teams coming together around a shared vision. Their collective commitment transformed an ambitious idea into an iconic brand.
What Titan Taught Me
Looking back, I realise that my association with Titan taught me lessons that have stayed with me throughout my career.
I learnt that brands are not built through advertising alone. They are built through clarity of vision, consistency of execution, attention to detail, and an unwavering commitment to quality.
I learnt that leadership is about inspiring belief when success is still uncertain.
And I learnt that behind every great brand are people who are willing to persevere through failure, learn from mistakes, and keep moving forward.
More Than a Watch Brand
Today, nearly four decades after its launch, Titan remains one of India's most admired brands. It is a symbol of innovation, trust, design excellence, and Indian enterprise at its best.
For millions, Titan is a watch brand.
For me, it is also a cherished memory, a remarkable learning ground, and a reminder of a dream that I had the privilege of witnessing—and in a small way, helping to shape.
Watching Made in India: The Titan Story was therefore not merely an exercise in nostalgia. It was a reminder that iconic brands are built when visionary leaders and committed teams come together with the courage to pursue the impossible.
Titan did not just manufacture watches. It created a benchmark for Indian branding, marketing, design, and leadership.
And that is why its story continues to inspire even today.