Titan Watches has rolled out a campaign, '#APromiseofTime', for the festive season.

Conceptualised by Ogilvy, the campaign comprises a film. The ad follows the story of two siblings. The brother, caught up in the fast pace of life, returns home after a long time away. His sister, the emotional anchor of the family, greets him with quiet restraint. As the home fills with the spirit of the festival and preparations begin, so do their unspoken emotions slowly surface. Through moments of shared silence and subtle gestures, tension gives way to a heartfelt conversation. The sister then expresses how he missed many important moments and failed to be there when she needed him the most. Moved by her words and recognising her unwavering presence, the brother offers a sincere apology. He then takes a Titan watch from his pocket — a symbolic gesture, showing not just his gratitude, but a promise: to make time for the ones who truly matter.

What we think about it: The ad delivers a sentimental narrative centred on family, time, and reconnection. The narrative, though touching, borders on overly sentimental and runs a bit too long for today’s fast-scrolling audiences. That said, the core idea of time as a gift, and the importance of showing up for family, remains powerful and true to Titan's brand ethos.

Aparna Ravi, marketing head, Titan Watches, Titan Company, said, “With this campaign, we wanted to celebrate the thought of meaningful gifting, to remind people that when you gift a Titan, you are not just giving a watch, it is a promise to spend more time together. Utsav by Titan, our festive gifting campaign, is an expression of this promise. It is a way of saying, ‘I am here, I value you and these moments we share matter.'”

Aarti Nichlani, executive creative director, Ogilvy South, said, “Titan has always told stories that speak to the heart. ‘A Promise of Time’ is our way of encouraging people to take a pause from busy lives and make time for those who matter most — not just on special days like Diwali, but every day. And isn’t a Titan watch the perfect symbol of that promise?”