Tata Group - Titan ELMNT

India’s largest watch brand came to us with a mission - name and create a launch campaign for its new, UAE-exclusive watch collection. And thus, ELMNT was born! The watch’s modern design and metropolitan target audience prompted us to market it as a quintessential day-to-night accessory for the modern UAE man.

Fun fact: the name was inspired by the collection’s metallic features, clean lines, and youthful style, and also prompted a great campaign tagline that cinched it as the winner amongst the various other options. I guess combo deals are always more attractive!

We took the campaign a step further by collaborating with local style blogger Ajmal Khan, whose effortless and approachable style reached out to the urban target audience Titan was looking for.