Titan Raga signs Rani Mukherji as Brand Ambassador

Mumbai, June 8 (UNI) Intensifying its focus on the women's watch market, Titan today announced the new positioning ad campaign for Titan Raga, a watch brand which is designed and crafted exclusively for women.

As part of the redefined Titan Raga campaign, Bollywood actress Rani Mukherji has been signed up as brand ambassador.

Addressing a press conference, Titan Industries COO-watches Harish Bhat said Titan Raga commands a 68 per cent preference score among the 25-40 year old women. Titan Raga was launched in 1992 when Titan realised the huge potential offered by the women's watch segment in India. In a market that sold downsized versions of male watches to women, Raga offered beautifully crafted ethnic designs.

He said this year with an intent to escalate the penetration of women's watches and to establish a deeper emotional connect with consumers, extensive thinking was done keeping the Indian woman in mind. In-depth consumer research revealed that the brand has the unique status of becoming a woman's chosen intimate accessory and this led to a redefinition of the brand captured in its new punchline ''Ek Khoobsurat Rishta''.

He said the company was confident of achieving a quantum breakthrough in the women's watch segment. The alluring new designs would definitely captivate every woman's heart.

Titan Head of Marketing Ms Suparna Mitra said the company was looking for an ambassador who not only embodies the brand values but is also someone that the Indian woman admires and identifies with.

''With Rani endorsing the brand, it will establish that a Titan Raga watch is an expression of a woman's sensuality and feminity,'' she said.

Speaking at the launch, Rani said she identified with Titan Raga's positioning of sensual self-expression. ''The Titan Raga watches are like today's woman -- beautiful, sensuous and femine,'' she added.

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