Titan has signed Katrina Kaif and Farhan Akhtar as brand ambassadors for Titan Raga and Xylys respectively. According to the brand, Kaif will play a key role for Raga in shaping brand communication on television, print, outdoor and other media. Similarly, Titan says it has signed Akhtar to reinforce Xylys' brand philosophy of novel design and quality.
Commenting on Kaif's signing, Ajoy Chawla, vice president, Titan Watches, said, “Driven by continuous launch of new designs and collections, Raga has witnessed a 27% CAGR in the last five years and will be a Rs.400 crs brand this year. However, the potential in the women’s segment is still huge as watch penetration even amongst SEC A/B women is still very low. A brand ambassador will help to make the watch a desirable accessory amongst women. Titan Raga stands for beauty, femininity and sensuous self expression. While embodying these core values, Katrina also symbolises the changing face of the successful, graceful and contemporary Indian woman."
On Akhtar endorsing Xylys, he said, "Xylys has had a dream run and been growing at a CAGR of 30 percent, thanks to our investments in building awareness for the brand over the last 5 years. The market in the premium and Swiss segment is fragmented with several international brands, hence there is a strong need to sharply position our brand Xylys and target the young, contemporary global Indian."
Ogilvy & Mather Bangalore handles the creative duties of Titan Raga, while Wieden + Kennedy recently won the mandate for Xylys.