Mumbai: The year 2020 has nudged the world to prioritise the values of community and enhanced empathy towards each other. It is this mass movement of coming together in the hour of need, leaving self-interest aside is one that deserves recognition and celebration, said Titan as it releases its new collection.

The watch brand’s latest collection is a symbolic special edition set of watches where the dial has a circular design represented by people coming together – showing solidarity. The communication is aligned with the current consumer sentiments and helps to bring out the larger cause of celebrating human compassion and solidarity, said the company.

“The Solidarity collection is a tribute to the people who stood by each other in their hour of need. It celebrates the human spirit of solidarity, that triumphed against all odds to bring hope in bleak times. So, it was only fitting that we do our bit too,” said Titan marketing head Sirish Chandrasekhar. “The watches are made with recycled metal and vegan straps, making it a timeless piece for the social and ecologically conscious. To further this initiative, we have ensured that all proceeds go to the Taj Public Welfare Trust.”

The brand has also released an ad film created by Ogilvy Bangalore to celebrate the launch.

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Ogilvy India (South) CCO Mahesh Gharat said, “When Titan told us about their initiative to create a special watch as a tribute to everyone who helped fight the second wave, we knew it deserved different communication. The film showcases the interconnectedness of humanity. It is meant to serve as a reminder to us all that when people come together, they become invincible.”