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.