With ‘Luxury Unveiled in Khar’, Nebula by Titan opens the doors to the Royal Atelier, its first exclusive store, through a series of outdoor and print reveals across Mumbai.
On Mumbai’s iconic Sea Link, a crescent moon gradually transforms into a Nebula by Titan timepiece.
It is one of several moments in ‘Luxury Unveiled in Khar’, the outdoor and print campaign conceptualised by Schbang to announce the brand’s new luxury boutique in Khar. The campaign introduces the city to the Royal Atelier, a space that brings together fine watchmaking, the artistry of Indian design and the craftsmanship of gold.
The brief was to build anticipation around the launch, create a strong sense of arrival and position the boutique as a destination worth discovering, while reflecting Nebula by Titan’s contemporary, opulent approach to luxury, rooted in Indian artistry.
“Mumbai has a visual identity of its own, and we wanted the launch campaign to feel like it belonged to the city,” said Karthik Krishnan, Senior Creative Director, Schbang. “Instead of simply announcing a new luxury boutique, we looked at how we could use familiar landmarks and media spaces to create moments of awe and discovery. Whether it was transforming the Sea Link into a canvas for Nebula by Titan or simulating the Bombay Times front page as a grand opening, each touchpoint gave us an opportunity to tell the story of the Royal Atelier in a new way.”, he added.
The campaign gradually unveils the boutique through a series of visual experiences, using the language of time, architectural references and curated glimpses of the space.
The campaign unfolds across Mumbai. On the Sea Link, a time-inspired projection links the celestial with the art of watchmaking. In Bombay Times, the front page is designed as an opening door, and as readers open it, a panoramic view of the Royal Atelier is revealed, offering a first glimpse into the new boutique. A cluster of billboards on Linking Road, Bandra, creates a collective brand presence and builds anticipation for the Khar opening, while at the Mahim-Bandra signal, an interactive billboard with a watch moving up and down creates a dynamic reveal that invites audiences into the world of Nebula by Titan. The central campaign visual, adapted into a standalone billboard, announces the brand’s arrival in Khar.
Titan Nebula marked a significant milestone with the launch of its first-ever exclusive store. The launch was captured through a series of static and video assets showcasing the store experience, intricate product details, signature motifs and the collection range.
At its heart, the campaign is an invitation to discover a world of gold, craftsmanship and contemporary Indian artistry, now in Khar.
