I was shocked by his confidence.
The best part was, he spoke poker-faced,
"Well, in that case,
make me Titan's chairman."
Did he?
He... Come in.
What confidence he had!
'Gaurav Dhar.'
Is it mine?
But we'll have to figure something out.
Yes. Sir, the disparity in numbers is quite large.
- That's right. - We must think of a solution.
Oi! Are you getting married too?
No...
I mean...
- Yes. - Yes or no?
Yes, sir.
Really?
That's great. Congratulations!
Everyone seems to be getting married.
What is this?
Everyone...
Are you here to congratulate me?
You know,
Mom sent me
photos of so many suitors
and made me meet loads of boys,
yet I didn't say yes.
Who would agree to marry such jokers?
It's not your mother's fault.
The suitors were just...
In my tenement,
everyone used to adore
my father.
Only Mom and I knew
his reality.
My mom would hear everything he said quietly,
but I was the opposite.
That's why I never got along with my dad.
Over time, I became convinced deep down
that all men were like my father.
And then I met you.
Let me come straight to the point, Gaurav.
You are nice,
different,
and I like you.
I don't want to delay any longer.
I brought you this.
Gaurav, shall we
take care of each other for life?
- Please eat. - Should I?
These 'laddus' are truly magical.
Yes.
- Congratulations, Gaurav and Megha. - Thank you, sir.
- Thank you, sir.
I'm very happy for you two.
I have some great news.
You're late. We've already heard the good news.
How?
They told us.
How did you both find out?
Of course, we know.
Why wouldn't they know?
Uh...
What...
Did you both find the solution to internal smuggling?
It's not that!
They are marrying each other.
Yes!
Really!
Okay! What a surprise!
Yes, sir.
Congratulations.
Thank you, sir.
- Congratulations, Gaurav. - Thank you.
What a surprise!
Speaking of surprises... Here! Catch it. Here!
Here!
So, 'Mr. Demonstration'.
Will you please explain?
Sure! These apples
are bought from different states.
It's the same apple, with the same taste.
But, Akash, your apple's price
is two rupees more than Gopalan's apple.
Why?
Because different states levy taxes on them. That's why.
Exactly!
And the same thing is happening to Titan.
The Titan watch that sells for Rs. 460 in Tamil Nadu
costs Rs. 620
in Mumbai
because of various taxes.
And people like Jaggu...
They buy watches at a lower price in Tamil Nadu
and sell them in Maharashtra at a lower price than us.
- Exactly! - That's why our sales are higher in the south
than in the north.
Man!
Exactly!
Despite the tax authorities, the customs department,
revenue officers, and the police,
smugglers still manage to smuggle goods
in one way or another.
And it's been happening with many commodities.
I did a little research.
This is extremely concerning, Mr. Desai.
- It is! - What's the solution then?
UCP.
Man!
No! No! No, Mr. Desai.
Implementing UCP in India is next to impossible.
Why?
- UCP? - Um.
Uniform Consumer Price.
Basically, it means
that Titan watches will have a uniform price across all states.
Yes, we will take the prices from 25 states, calculate their average,
and that will give us our standard retail price.
Okay.
It's not that simple.
It's not like a school exam.
A big investment is involved here.
And the states with lower tax rates
will sell our watches at a higher price.
Yes, Mr. Gopalan, but the price
will decrease in states with higher taxes.
Whichever side you look at it from, Akash,
we will incur a loss.
Mr. Gopalan, you're
thinking of selling thousands of watches,
whereas I want to sell hundreds of thousands.
Why don't you ever understand, Mr. Desai?
Besides the loss,
if we fail,
the state governments will come after us.
They'll think we're evading tax.
If that happens,
I'll take the responsibility.
- What? - Yes.
Forget about profit and loss for once.
Is UCP beneficial
for our consumers or not?
I'm game for it.
Yes.
Then that's it.
You'll be in big trouble, Mr. Desai.
This is very risky.
By the way, guys,
marriage is risky too.
Please ask Akash.
Scary.
Why are you scaring the poor things?
Sir, did something happen between you and Ms. Kumud?
Everything will be good.
- It's all good. - It's scary.
No, it's not like that.
We don't just make watches,
we do matchmaking too.
Cheers, sir.
What are you discussing?
Did you know what they were up to?
Yes, I did,
but they realised late
that they were made for each other.
What are they discussing?
Why don't you wear a watch?
They are designed by you.
Watches feel like handcuffs to me.
And as a designer,
I want my hands to be free.
Perhaps they're saying
that the two of us look good together, like a dial and a strap.
Is everything all right, Gopalan?
I've been mulling something over for the past few days, Mr. Desai.
I can't keep it to myself any longer.
Is it about UCP?
No. UCP is not a long-term solution.
Smuggling will be controlled,
but how will you increase the sales?
And for that, you need to take
some hard decisions, Mr. Desai.
Such as?
We've advanced from zero to ten.
It's very good,
but we need
a fresh marketing perspective
to become a hundred, you know.
We need a...
We need a fresh vision.
I completely agree.
I'll ask Megha to give us some new ideas...
No, that's not what I meant.
Megha is good.
She's good,
but
good is not enough, Mr. Desai.
To be the best,
we need someone experienced.
- Are you asking me to fire Megha? - No.
We need
an experienced addition to the team.
Someone who knows
how to build a brand from scratch.
- Zee. - Hmm?
They're calling you two downstairs for a group photograph.
- Let's go. - Coming!
Hurry up.
Anyway, will you think about it?
Yes, sir.
Hello, congratulations!
The two of you have been married today.
I still can't believe this.
It seems like it was just yesterday when the ceiling fan fell.
- Congratulations! - Thank you, sir.
Welcome!
Thank God you've brought a bouquet, not an envelope.
Yes.
Where are you going on your honeymoon?
We've chosen a lovely destination.
- Huh? - Hosur.
I expected as much.
What's this?
Have you ever been to the Maldives?
- Sir... - Sir...
It's my treat.
- You deserve it. - Thank you, sir.
This...
Congratulations, Gaurav.
'To the brightest Titan'
Thank you, sir.
Congratulations, Megha.
Oi! Are you crying?
Mr. Desai praised you just now.
- Okay. - Rare...
- That's rarest of the rare, I would say. - Come on!
Please come. Let's have a group photo.
- Mr. Gopalan, please come. - Come on!
- Pooja! - Pooja, come here.
Smile, please!
- Smile! - Smile!
Jeh.
What is it?
Um.
We must bring in a new Head of Marketing.
Someone who has launched a couple of successful campaigns.
Then please hire.
Okay.
By the way, whose idea was it?
It was Gopalan's.
I see.
So, you've finally
consulted the right person.
Yes.
Okay.
Jeh.
Are you determined to bug the hell out of me today?
Uh, no. Seriously.
I need your advice.
Megha has been with us since the beginning.
Yet I'm replacing her
despite her loyalty.
What's "nishtha"?
Loyalty.
Why did you do that?
Because we need
an experienced approach.
She's talented,
but she's young.
She won't like this decision.
Were you happy
when you were sent to NBIDC?
No.
Yet you learned something more than just improving your Hindi.
Yes.
Yes, so
do you hate me?
- No. - Then shut up and let me play.
All right. Here we go.
All right.
96!
We only need one.
- Yes, but not bad. '- What?'
'Couldn't you call me?'
What's the matter, Akash?
Did you send Megha on her honeymoon
just to replace her with a new Head of Marketing?
No.
That's not true, Akash.
She'll be heartbroken, Zee.
No.
She'll understand.
So you've already decided.
Fine.
Akash, you need to go to Hosur
for a few days.
- What? - Hmm.
I can't go there.
They need me here more.
Hear him out. He has a point.
Don't misunderstand me, Akash.
The sales are increasing,
so we need someone from the senior team
to handle manufacturing, don't we?
Oh.
So, I'm being kicked out of the head office.
Fine. Not an issue. We'll see.
Akash.
It reminds us of both the past and the present.
We tweak it one way,
you think Classique.
- A tea, please. - When we tweak it another way, we think...
Sir, where is Titan's office?
Young man, this sign
is loud and clear.
Ah!
Why are you going there?
I've come for an interview
for the position of Head of Marketing.
I think you're late.
Everyone has gone home.
- Oh! - Hmm.
Okay. It's their loss.
I had come to change Titan’s destiny.
How?
Can you see that black scooter?
Kinetic.
It's expensive and has very low mileage.
But it's successful. Do you know why?
It has neither a kick-start nor gears.
And we marketed just that.
The convenience.
Now it's supremely popular
with newlyweds and 'nearly deads'.
Young couples and senior citizens.
I realised something while working at Kinetic.
The product could be good,
but the marketing has to be even better.
So you were
- the Head of Marketing at Kinetic? - Hmm.
Kinetic is growing rapidly.
Then why do you want
to leave it and work for Titan?
Kinetic is now on autopilot.
It's time to help a new Indian brand grow.
I'd like that challenge.
I can see a lack of marketing insight at Titan.
Maybe that's why they are not flying.
It's easy to say from the outside.
I don't mind being an insider.
Then come tomorrow during office hours
and meet Titan's MD.
I'm meeting him right now, sir.
You're the MD, Mr. Xerxes Desai,
and you're the GM, Mr. Gopalan.
And you?
Murli Shankar Dalmia.
People lovingly call me M.S.D.
If you knew about the interview,
why didn't you come earlier?
What we can discuss informally over tea
cannot be discussed formally
in a cabin, sir.
Shall I give you my number,
or will you look it up in the directory?
We'll look it up.
I'll see you soon.
It is very clear that we must increase production capacity.
If you need any help with this, just let me know.
- Sameer. - Any help!
He isn't making you work too hard, is he?
No, sir.
How are you?
Everything's going good.
How does it feel to come straight to work after your honeymoon?
Uh...
We already knew about such challenges.
Okay. I'll see you.
Gaurav.
Yes?
Actually...
They're hiring a new Head of Marketing.
Why?
Megha...
She'll understand.
I hope so.
Yes, she will.
Hey!
- Hello, sir. - Hi, Megha.
- Hi! - Good morning.
Morning! Morning...
How was your trip?
Very good, sir.
That's good. Superb.
We were waiting for you, Megha.
Yes.
Is everything fine, sir?
- Everything's fine. - Right. Um...
There have been some developments in your absence.
- Positive developments, you know. - Yes.
So glad to find you both here.
Hi...
- Hi, I'm M.S.D. - Megha Mhatre.
Nice to meet you.
Murli Shankar Dalmia.
He's our new Head of Marketing.
Murli, let's talk in my office.
Yes? We'll take it there.
- I'll leave it to you. - Yes.
- Thank you, Murli. - See you, Megha.
Yes, Megha. Take care.
When was it decided?
Only two people now know the timing of decisions at Titan.
And I'm not one of them anymore.
- Sir, have I been fired? - No. No! No!
Not at all.
Sir, is it because I'm married?
No. Absolutely not.
Then why are you demoting me, sir?
You're not being demoted.
But I'm no longer the Head of Marketing.
No.
We needed help.
Someone with experience
in building a brand from scratch.
You'll learn from him,
and he'll learn from you.
Because you know the brand better than anyone.
You're the first employee of this company.
Megha.
You're my favourite person here.
Thank you, sir.
Do you think you've been replaced?
You have a wall clock in front of your desk, don't you?
Hmm.
Bring it to your desk.
Why?
Please bring it, Megha.
Wait a minute.
Yes.
Did the presence of the wall clock
make your wristwatch disappear?
No.
That's the point.
A replacement
replaces something old.
'You're both there together.'
So this is an enhancement.
Yes, but Gaurav,
I was a part of Titan since it began.
And you still are.
No one can change that.
'The Head of Marketing may change,'
'but Megha Mhatre will always be part of Titan's first batch.'
You've seen the company come to life.
You've seen it grow.
'Right?'
M.S.D. is an experienced professional, Megha.
You can use this as an opportunity.
You can learn from him.
If things get worse,
I'll teach you how to make watches.
Then you can join the Engineering Department.
When are you coming home?
I'll come tonight.
Are you sure?
Hmm. Sure.
Okay. Bye.
Bye!
'Tata's Trust, Titan.'
'India's Best Watch, Titan.'
Miss Megha.
A tagline is the identity of a brand,
but if you keep changing it,
how will consumers recognise Titan, the brand?
"Utterly butterly delicious!"
What do you recall when I say this?
Of course, Amul.
"Someone who loves his wife..."
"Cannot say no to Prestige."
A tagline defines a brand.
Do you think people have been gifting diamonds
since the Mahabharata?
Anyone?
Previously, diamonds were used as investments,
much like gold bars.
Then De Beers launched a campaign.
"A diamond is forever."
That tagline transformed the whole scenario.
That's what I want for Titan.
Sir, what are the things we are trying to convey?
Very good question to begin.
- Quality. - A brand by the Tatas, for sure.
Quartz!
Like a...
A world-class watch
with a wide range
of designs and prices,
from the house of the Tatas.
Sir, we need a tagline, not an essay.
Okay.
What about
"Titan Quartz by Tatas"?
It's simple.
'Titan...'
'Tatas...'
It's quite direct.
It is so direct
that it is perfect.
It's simple, clean,
and elegant, just like the Tatas.
Think about it. It combines Titan's branding,
Tata's trust, and the curiosity of quartz.
I think it's perfect.
Comprehensive content in just a few words.
Yes, I think that's it.
Well done.
Hello!
- How is everyone? - Hi, sir.
Akash?
What about Hosur?
Everything's fine in Hosur.
I also had a word with Mr. Gopalan.
I'll go there when they need me.
Is it okay with you?
Welcome back!
Let me introduce you.
Allow me to do it myself, sir.
M.S.D., sir.
Hi...
"M.S.D.?"
Murli Shankar Dalmia.
Ah, nice. I'm Akash.
I know.
He is the new Head of Marketing for Titan.
Oh! That's nice.
So he's already been hired?
- Nice. Congratulations. - Sir.
Sir.
- We'll have to do it again. There's no shadow. - Boss!
Allow me to introduce you to someone.
He is Suresh Malik.
He has just come from Bombay.
He's from the OBM agency.
They have delivered the most successful campaigns in our country.
He'll work with us now.
Lovely to have you on board.
Mr. Xerxes Desai and Mr. Gopalan.
- Good to have you. - Welcome.
Can we do... What time is it?
- 4:30. - 4:30.
Can we meet at 6:30 in my office?
- Absolutely. - Yes? Huh?
- I'll be here. - Thank you!
You both look like each other's 'before' and 'after'.
And I'm the much later version.
Let's go.
- Skip? - Yes.
Just like this.
What a joke!
Mahesh, can you stand with your hand in your pocket?
This way!
I'm good. You're finally back.
- Son-in-law! - Namaste!
- Please come. May I? - No, it's fine.
Come inside.
Please come.
Please keep the change.
When will you listen to me
and stop doing this work?
Can you leave Titan?
No.
Then how can I leave my work?
Your company is your passion,
and my work is mine.
Okay.
At least eat for now.
'Kuwartj.'
It's "z".
'Kuwartz.'
- Quartz? - Yes.
- Quartz. - Quartz.
Hello?
Yes, sir.
What?
I don't understand, sir.
Yes, it's a bit chunky.
I liked it.
Sir, M.S.D. has called you.
Where?
He has called you to a wedding.
He said it's urgent.
"A wedding?"
Huh?
Why is he acting like a third wheel at someone's wedding?
He also said you must bring a gift.
What is he up to?
Whose wedding is it?
No idea, sir.
Oh! Thank you for coming on such short notice.
Murli, what is this?
Sir, the 'rasam' is really tasty. Please have some.
Okay, but why did you call us here?
Exactly!
Did you bring the gift?
Yes.
An envelope.
Yes. What now?
Sir, it's wedding season.
And what happens during this season?
There are either weddings
or wedding anniversaries.
And what does the whole country give as gifts?
An envelope.
Exactly!
Just as you've brought one.
What if we replaced this good old envelope
with a Titan?
That's a great idea, sir.
Thank you very much.
But we have to sell watches,
not a wedding souvenir.
We have to sell a wedding souvenir!
Why do we give gifts?
To convey an emotion.
And in our country,
weddings are the most emotional events.
We just have to connect the emotions of a wedding
to Titan's, and we'll have a winner.
Let's create a campaign.
Let's make Titan the best wedding gift ever in India.
I love it.
Approved.
By the way, whose wedding is it?
Ramesh and Revati's.
Who are they?
I don't know.
- You don't know? - Excuse me!
- I was just... - What?
I was just passing by.
But there's no need to be embarrassed.
We have an envelope as a wedding souvenir.
We can give them money per plate, and perhaps a little extra
as a courtesy. They won't mind.
All right, but you could have said this at the office.
Exactly.
I have heard a lot about you, sir.
"No discussion, only demonstration."
- I'm out of here. - Yes.
'Sir, if you're okay with it, then let me present...'
Okay, guys, I'll make a move.
Yes, Akash. We are leaving too.
Just some last-minute discussions.
- Sorry... - If you like, I can wait a bit.
- Not a big deal. - No, Akash.
Go home! You look tired.
Please have some rest.
Sir, we can also stay if you'd like to discuss anything.
Megha, office hours are over.
Don't worry so much.
We'll discuss it tomorrow morning with a fresh mind.
It's okay, Megha. We should leave.
I guess
some very important company matters are being discussed here.
It's okay, you may continue, Mr. Gopalan and M.S.D.
See you, guys.
Sir, what is Akash's role in this company?
Sometimes he advises on sales,
and at other times on finance or logistics.
I don't understand his actual role.
Do you have a father, sir?
What?
Your father.
Yes, I have.
If you don't mind me asking, what does he do?
He was an engineer.
What about your brothers and sisters?
- Gaurav. - Just a minute.
- I have a brother. - Okay. What does he do?
He's studying medicine.
That's nice.
What does your mother do, sir?
She's a homemaker.
No, I mean, what's her role?
She does everything. How can you define a mother's role?
Right. We cannot define a mother's role.
That's what I mean.
A mother is both a friend and a teacher.
If something goes wrong at home, she takes care of it.
She even manages the household expenses.
A mother does so much for us,
yet we cannot define her role.
What are we getting at?
Akash...
He is exactly the same with Titan.
'Almost like a mother.'
'He is also one of the founding members of the company.'
If you remove the mother from the equation, the family won't survive.
Shall we?
I know you will end up choosing either Terry Cotton or Terry Wool.
Your entire wardrobe is full of those.
Which one was the woollen one?
What was its name?
- Merino? - "Merino!" Merino wool!
Please show me something made of Merino wool.
Okay, sir. Merino...
This is a very fine fabric, sir.
- Fine fabric... - Yes, sir.
No, show me something else.
No, I don't like this.
- Show me something else. - Sir.
- Anything else? - This...
Something softer...
Not this.
No, it's too rough. Do you have it in another material?
Sir, you yourself don't know what you want.
What should I show you then?
Fine.
Let's go, Raj.
Do you know anything about customer service?
Yes? Good luck.
Good luck with this guy.
You're expecting too many options from a shop.
Yes.
How many designs does Titan offer?
Four?
Aren't you being hypocritical?
Yes, you're right.
And I won't play it safe.
Dangerous! Here!
Dangerous!
So you mean
we should invest more in watch designs?
Yes.
Honestly,
our sales are barely increasing.
We haven't even fully recovered from UCP,
and yet you want to offer new designs to every customer.
Not for every customer,
but different options for each type of customer.
I got it.
Indians love options.
Mr. Desai, why do you always come up with strategies
that cause the company to incur losses?
This isn't the only area we need to invest heavily in.
What do you mean?
M.S.D.
Ladies and gentlemen,
we are going to launch our first TV commercial.
What do you mean by "we are going to"?
When was this decided?
Can you believe this?
First, he shocked us by talking about designs,
and now it's the TV commercial.
We have to do that, Akash.
Your new ideas could disrupt our accounts.
How much more should we invest?
If we don't invest, how will we make a profit, Akash?
If we fail, we'll sink, M.S.D.
Our company is making neither a profit
nor do we have enough capital.
And the campaign you're talking about
is even bigger than Bajaj's.
Yes.
This is bigger than even the largest campaign in the country.
He's got a valid point, Mr. Desai.
Look.
We want to establish our brand.
Right?
People don't go to a shop and ask for toothpaste.
They ask for Colgate.
They don't want to get a photocopy.
They ask for a Xerox.
Similarly, instead of asking for a watch,
they should ask for Titan.
- Look, Zee. What you're saying is right. - Yes.
- You're not wrong. - Okay.
But please slow down.
You’re making an investment of Rs. 80 lakh
after sales of just Rs. 30 lakhs.
This is not smartness, but utter foolishness.
Why should we stop, sir?
All the other big brands
are reaching every household through television.
Yet you want us to remain stuck with just the hoardings.
You need to understand one thing.
Not every household in this country has a television.
Guys, we are not ready to take such a big risk right now.
If it fails, Titan will face an unimaginable loss.
If this campaign fails,
I will tender my resignation.
Mr. Desai,
such a huge investment on a single commercial?
Why?
I want Titan to reach every household in this country.
Every single household.
How many states and regions does our country have?
Every state and region has its own language.
Correct.
How many ads will you make?
Absolutely right.
We need something
universal.
Something that defines the identity of Titan.
Exactly.
Sir, there is one thing
that is universal
and can reach every household.
Music.
Now we're talking.
People might forget words,
but tune...
- Melody! - Melody!
"Nirma!"
- "Washing powder Nirma." - "Washing powder Nirma."
You know it.
And Bajaj, sir.
- Bajaj. - Bajaj.
"A magnificent image of magnificent India!"
"Our Bajaj!"
"Our very own Bajaj!"
Yes!
Shall we, team?
If it fails, you'll be free of me and my nonsense.
Mr. Desai...
Huh? Gopalan?
Megha? Gaurav?
Akash...
What?
Say, "seri".
- "What else are we going to be?" - That was a good idea, Megha.
Thank you, sir.
- Hi, Reshma! - Hi.
This is Titan's new watch, for which we are shooting.
The gift will be placed on the table.
You'll check it.
That's it! That's what we want.
We're good to go.
- Well, the visuals are great. - Yes.
But the music...
- It doesn't connect. - Tsk!
Let's find something.
Did you find anything?
Sorry.
Did you find anything?
No.
What is this?
Has Titan become a music company now?
Jeh, how come you're here?
Yes, I came to attend a concert, but the flight landed early.
I thought I'd come and meet you all.
There's a concert going on here as well.
No.
No...
We were just
working on the campaign.
Why does everyone look so tired and lifeless?
Come on. Come along with me.
Call everyone.
Ladies and gentlemen,
presenting Mozart's 25th symphony.
'Dad.'
'Titan: the most precious gift of love.'
Dad, I want the watch with that music.
Although it's a foreign tune, it connects so well.
Shall we try a variation?
What variation?
Let's Indianise it.
Hmm.
Um, boss, there are only four boxes.
We can load them into the car.
We don't need a truck anymore.
Sorry! I'll load them onto the truck.
Just a minute.
Yes, boss?
Show me your hand.
Idiot!
'Xerox' Desai,
you've ruined my business.
'Titan Quartz.'
Whoa, Zee!
You did it!
You've delivered this symbol to every single household in India.
Thank you!
Thank you, Jeh!
Now, it's time for you
to wear this symbol of excellence.
Not yet, Jeh.
This is India's best watch, not the world's.
There's still a long way to go.
Titan has only eight months left.
After that, our company
might shut down permanently.
I'm sorry.
It's over.