Ad Campaigns
Titan’s Celestial Time campaign features actor Raj Kumar Rao
MUMBAI: Titan Company’s new moon phase watches – Celestial Time – will see versatile actor Raj Kumar Rao featuring in the ad campaign.
Titan Company watches and accessories CEO H G Raghunath along with Rao unveiled the collection.
The ad shows Rao as a young, successful entrepreneur meeting his ex-boss. Through their conversation, we learn of the young entrepreneur’s success streak and that he is looking for a CEO for his company. The young entrepreneur says he has someone in mind but is unsure of how to make an offer for the post. His ex-boss says it’s no big deal; all he has to do is go up to the person and say, “You’re the guy for the job.”
The young man looks down at his treasured Titan Celestial Time watch and gathers the confidence to look at his ex-boss and tell him – “You’re the guy for the job,” taking the senior gentleman by surprise. The film ends with a splendid shot of the Celestial Time watch and a resounding message: Your time has come.
Remarking on the thought behind the commercial, Titan Company general manager – Titan Rajan Amba says, “The new ad immediately strikes the core idea behind Titan’s new range of moon phase watches. It is carved for young men in their twenties, who dare to be creative and start their own business, who raise multi million dollar funds through their start ups. This watch embodies that spirits and the Rajkumar’s character in the ad film is the representative of these young CEOs and entrepreneurs.”
According to Amba, the total spends on the ad campaign was around Rs 10 – 13 crore.
Conceptualised by Ogilvy and Mather, the 70 second ad was directed by Vivek Kakkar, a close friend of Rao under the production house Curios.
“India is home to a rapidly growing number of entrepreneurs. We wanted to weave this in a story that would reflect the values of the brand in a very honest, charming and an intimate way,” says Ogilvy and Mather Bangalore executive creative director Steve Hough, reiterating Amba’s words.
With a price ranging between Rs 12,000 – 14,000, Celestial Time is expected to be crucial to Titan plan of premiumisation of the brand. Powered by Titan’s state of the art technology in coming up with their own patent of moon phase dial, the watch didn’t fail to live up to the ad campaign’s hype.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
