Titan Watches has launched its Diwali campaign, ‘Chosen Family’, featuring two stories about relationships that extend beyond traditional family ties. Created by Kinnect and 22Feet Tribal as part of Titan’s festive Utsav communication, the campaign explores how friendships, workplace relationships and shared experiences can grow into bonds that resemble family.
The first film follows a friendship that gradually becomes part of a family, despite the people involved living in different locations. The second is set in a restaurant kitchen, where colleagues form a close bond through long working hours, shared challenges and everyday experiences. In both stories, watches appear as gifts, linking the act of gifting to the relationships and memories built over time. The films use Titan’s familiar emotional storytelling style and its signature melody to bring the narratives together.
Ranjani Krishnaswamy, Chief Marketing Officer, Analog Watches, Titan Company, said, “Family is not just the one we are born into, but also the one we consciously build along the way.” She added that the campaign celebrates these bonds and the joy of gifting a watch as an enduring expression of shared time, memories and moments.
Chandni Shah, CEO, Kinnect and 22Feet Tribal, said the idea offered a chance to take a familiar festive emotion and find a truth more relevant to how relationships are lived today. The focus, she noted, was to keep the storytelling simple, intimate and recognisable, while letting Titan play a natural role in moments of gratitude, belonging and celebration.
