MAM
Titan plans ad spends of Rs 70 mn over two months
BENGALURU: Indian watch major Titan Industries Limited plans to spend around Rs 70 million over the next two months on its watch brands towards mass media and ATL activities. These spends don‘t include ad spends on its Fastrack, Xylus, Nebula, Sonata watch brands and also exclude ad spends on its jewelry brand Tanishq.
“These spends will be over the festival season with a slight spillover into the wedding season in November,” revealed Titan‘s Global Biz Limited Vice President Ajay Chawla to www.indiantelevision.com in Bengaluru.
Chawla was at a press conference to announce the launch of a new Edge 2012 premium segment collection by Titan. “We‘ll be spending around Rs. 25 million on the Edge collection during this period-this will be mainly print and outdoor with a bit of online in the case,” added Chawla.
Indian tennis ace Rohan Bopanna unveiled the ‘Edge” collection. Titan‘s TVC on the Raaga collection with brand ambassador Katrina kaif are already on air.
Overall Titan spent around Rs 650 million last year towards marketing on all its other brands excluding the Fastrack, Xylus, Nebula, Sonata and Tanishq barnds. “Typically mass media spends would be around 55-60 percent of the overall spends, and we spent around 20-22 percent of this money during the festival season last year,” added Chawla further.
Speaking on the launch of the ‘Edge‘ collection, Titan Chief Executive Officer – Watches and Accessories Division, H.G. Raghunath, said: “When we launched the Titan Edge back in 2002 , it was the first time ever that an Indian watch company pushed the boundaries to design and manufacture indigenously the slimmest watch , thereby gaining an entry into the Guinness Book of World Records . Ten years later , the new generation EDGE 2012, is lighter than ever before at 36 grams, by using a skeletal structure encased in Titanium- a new age material used in aircraft and spacecraft.”
Creative duties for the Titan Edge are being handled by Ogilvy and mass media communications by GroupM‘s Maxus.
MAM
Crocs and Lego launch new collaborative collection in India
Iconic brands bring playful creativity to footwear with first drop on 13 April 2026.
MUMBAI: Crocs and Lego have clicked together once again and this time, the bricks are heading straight for Indian feet. The global footwear brand Crocs has announced the India launch of its latest Crocs x Lego Group collection, following the excitement of their multi-year global partnership unveiled earlier this year. The collaboration celebrates creativity, play, and individuality, merging Crocs’ signature comfort with Lego’s iconic building-block spirit.
The collection will roll out in two phases. A digital-exclusive pre-launch begins on 13 April 2026 on crocs.in, featuring four styles: the Lego Masterbrand Creativity Clog, Lego Midnight Garden Creativity Clog, Lego Creativity Clog, and Kids’ Lego Creativity Clog. Each pair purchased during this phase will include an exclusive Lego minifigure as a collectible bonus.
From May 2026, the full collection will be available across select Crocs stores, VegNonVeg, and Foot Locker outlets nationwide.
The designs playfully blend Crocs’ classic clog silhouette with Lego brick-inspired details, complete with custom Jibbitz charms on the upper and sole. The collection encourages wearers to treat their footwear as a canvas for personal expression, without any set instructions just an open invitation to build, explore, and have fun.
Crocs chief marketing officer Carly Gomez said, “The Lego Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit. We are both brands that pride ourselves on being built different, celebrating self-expression and fuelling creativity.”
LEGO Group, head of licensing & extended line design & partnerships Satwik Saraswati added, “Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities.”
The campaign will extend beyond the product launch through creator-led seeding, elevated visual merchandising, and exclusive on-ground previews, supported by a deeper partnership with the Lego India team.
In a market that loves both comfort and fun, Crocs and Lego have built something special, a collection that lets every step feel like playtime. Get ready to click your heels (or rather, your clogs) because this collaboration is set to be a blockbuster hit with Indian fans.
