The year 2025 is here, and brands that want to stay relevant, innovative, and ahead of their competitors must think outside the box. But how exactly do you break through the noise in such a crowded market? That’s where Titan, Myntra, Trident and McVitie’s come in. These three powerhouses are not just playing the game—they're rewriting the rulebook.

What are they doing differently, and what can you learn from them? Buckle up because we’re diving deep into their bold strategies and what makes them the trendsetters of 2024.

Titan: From Traditional to Trendsetter

Titan, a brand synonymous with watches in India, had been a trusted name for years. But like many legacy brands, it found itself on shaky ground as newer, more disruptive brands entered the market. Consumers were no longer as loyal, and the younger generation saw Titan as a “parent’s watch”—sturdy but old-fashioned.

That’s when Kalpana Rangamani, Chief Marketing Officer of Titan, decided to do something radical. The goal? Revolutionize the brand's image without alienating its core customer base. Sonata was seen as the "affordable, reliable option" for budget-conscious buyers, but now it needed a full-on makeover to appeal to millennials and Gen Z.

The Bold Moves That Made Titan Cool Again

Rebranding Sonata: It wasn’t just about a logo change or a new color palette. Sonata needed to be completely re-envisioned. This meant not just targeting different age groups but offering new designs, features, and technology that fit today’s fast-paced world. Sleek, steel watches replaced the older, more traditional models. Suddenly, Sonata was a symbol of reliability and trendiness.

The MS Dhoni Partnership: The crux of this transformation came with the decision to bring in MS Dhoni, one of India's most revered sports icons, as the brand ambassador. Dhoni represents more than just cricket; he symbolizes determination, authenticity, and leadership—values that Titan wanted to project. But it wasn’t just about slapping Dhoni's face on an ad. The campaign was designed around storytelling. Dhoni wasn’t portrayed as a distant celebrity but as someone everyone could relate to—an everyday man who earned his success through grit and perseverance. This narrative of realism and aspiration made Titan more than a product; it became part of a lifestyle.

Titan’s marketing strategy went far beyond traditional advertising. The brand invested heavily in digital-first campaigns aimed at millennials and Gen Z. Social media platforms like Instagram and YouTube became major battlegrounds for the brand, with innovative campaigns that showcased Sonata’s modern watches in relatable, real-world scenarios. Influencers played a critical role, pushing the message to their followers through authentic storytelling and real-life experiences with the products.

A Stunning Turnaround

Titan’s efforts paid off big time. Sonata didn’t just become relevant again—it became cool. The collaboration with MS Dhoni led to a 40% growth in sales within the first few months. But more importantly, the brand saw an uptick in younger customers, proving that Titan had successfully bridged the gap between generations.

Key Takeaways for Brands:

• Strategic partnerships can elevate your brand image: Choose brand ambassadors who align with your brand values but can also bring in a new audience.
• Storytelling is powerful: Consumers today don’t just want to buy products—they want to buy into stories that reflect their own aspirations and lifestyles.
• Invest in digital-first campaigns: Gen Z and millennials live online. Brands that ignore digital platforms do so at their own peril.

Myntra: How India’s Fashion Giant is Leading the Charge with Gen Z

If you’re in the fashion business, there’s one thing you know: Gen Z is setting the trends, and the rest of us are just trying to keep up. Myntra, India’s largest online fashion retailer, understands this better than anyone else. Under the visionary leadership of Sunder Balasubramanian, CMO, Myntra is not just riding the wave—it’s creating it.

The Birth of Myntra FWD

Myntra has long been a favorite for fashion-forward consumers, but in 2024, they’ve taken things to the next level with the launch of Myntra FWD—a platform aimed squarely at Gen Z. This isn’t just about offering trendy clothes. It’s about creating an ecosystem of fashion, where every touchpoint, from product discovery to purchase, is designed to connect with younger consumers.

Myntra FWD is all about speed, agility, and hyper-personalization. New trends don’t last long with Gen Z—they’re always onto the next thing. With this in mind, Myntra has developed a fast-fashion model that drops 2,000+ new styles every week.

A Data-Driven Approach

One of the most innovative aspects of Myntra’s approach is the Myntra Insider loyalty program. In a world where brand loyalty is increasingly fleeting, Myntra has created an experience that keeps customers coming back.

Here’s the secret sauce: data and personalization. Every click, every search, and every purchase tells a story. Myntra uses AI to mine that data and create tailored recommendations for each user. Whether it’s suggesting new looks based on past purchases or offering exclusive discounts for high-engagement customers, Myntra makes every customer feel like the platform was designed just for them.

And guess what? It’s working. 25% of Myntra’s customer base now comes from Gen Z, with loyalty rates increasing thanks to personalized, on-trend experiences.

Myntra didn’t just stop at data-driven personalization. The company tapped into the power of micro-influencers, who have a smaller but more engaged following than big-name celebrities. These influencers, who speak directly to Gen Z's values of inclusivity and authenticity, have been instrumental in launching Myntra FWD.

From streetwear collections to gender-neutral fashion, Myntra is leading the inclusivity charge. The platform now showcases diverse body types, skin tones, and styles, creating a community where every shopper feels seen and heard.

Celebrity Collaborations

But don’t think Myntra has abandoned the traditional celebrity route. It’s just evolved the strategy. Instead of using celebrities solely for product placement, Myntra has enlisted fashion-forward stars to co-create collections, offering unique lines that reflect the tastes of their fanbase.

Take, for example, their recent collaboration with Bollywood sensation Ananya Pandey. Instead of just featuring her in ads, Myntra gave her creative control over a capsule collection, making the partnership feel authentic and deeply personal. The result? A 500% increase in engagement on social media and an unprecedented spike in sales for the collection.

Social Commerce 

Myntra is also experimenting with social commerce, allowing users to shop directly from live streams hosted by influencers. These live shopping events create a sense of urgency and exclusivity, driving immediate sales while also creating a community feel.

Key Takeaways for Brands:

• Personalization is key: Use data to offer customized shopping experiences that speak to individual preferences.
• Influencer marketing works best when it’s authentic: Micro-influencers with engaged followers are often more effective than big-name endorsements.
• Inclusivity isn’t just a buzzword: Today’s consumers, especially Gen Z, expect brands to reflect diverse identities and experiences.

McVitie’s: A Legacy Brand Reimagined for Modern Consumers

How does a brand with over 100 years of history stay relevant in today’s market? That’s the challenge that McVitie’s faced as the snack aisle became more crowded and consumers started seeking healthier, more innovative options. But under the leadership of Pawan Jagnik, Head of Marketing, McVities, Pladis India pulled off one of the most remarkable brand revivals in recent memory.

Listening to the Consumer

McVitie’s knew that staying static would lead to obsolescence, so they turned to their greatest resource: their customers. Market research revealed a clear trend—consumers were seeking health-conscious snacks that didn’t compromise on flavor. It was time to adapt.

McVitie’s responded by revamping its classic digestive biscuits to include oat-based options and low-sugar alternatives. This wasn’t just a tweak to the recipe—it was a fundamental shift in the brand’s philosophy. McVitie’s embraced the idea that snacks can be both indulgent and guilt-free.

It’s All About the Experience

With their new health-focused products, McVitie’s launched the “McVitie’s Moments” campaign, designed to showcase how their biscuits fit seamlessly into the everyday lives of modern consumers. The ads featured relatable scenarios—whether it’s a busy mom sneaking a moment of joy during her hectic day or friends sharing biscuits while binge-watching their favorite shows.

The catch? Each ad contained a call-to-action, urging consumers to share their own “McVitie’s Moments” on social media. This not only generated buzz but also created a user-generated content library of genuine moments that resonated with audiences.

The Power of Collaboration

To further strengthen its modern appeal, McVitie’s partnered with popular food influencers to create limited-edition flavors. This strategy capitalized on both the trend of limited availability and the influencers' reach to draw in their fanbase.

For example, a vegan chocolate biscuit collaboration with a famous food blogger not only expanded McVitie’s product line but also attracted a whole new demographic. These limited-edition items created hype and urgency, leading to rapid sellouts and a 25% increase in overall sales.

A Brand Reimagined

The efforts have not gone unnoticed. McVitie’s has experienced a dramatic increase in market share, particularly among younger consumers who were previously disengaged. Their brand perception shifted from an outdated biscuit company to a trendy snack option, driving over 30% growth in sales year-on-year.

Key Takeaways for Brands:

• Adapt to consumer trends quickly: Use market research to pivot your product offerings in response to consumer demands.
• Create experiences, not just ads: Engaging campaigns that encourage user participation can create a sense of community.
• Limited editions create urgency: Collaborate with influencers for exclusive releases that attract attention and drive sales.

Trident: Hyper-Personalization & Emotional Storytelling

For Harshavardhan Chauhaan, Chief Marketing Officer at Trident Group, the journey since joining seven months ago has been both dynamic and impactful. With a 20-year marketing background, he initially focused on embracing Trident’s rich heritage in the home furnishings space. However, Chauhaan’s role rapidly expanded to lead large-scale, innovative campaigns that are deeply resonant with today’s consumers.

His strategies are broad yet consumer-centric, like Trident’s festive campaign, “My Love for Home” featuring Kareena Kapoor Khan, which embodies warmth and luxury while encouraging consumers to make their homes welcoming and festive. This campaign has bolstered Trident’s brand recognition, significantly increasing online engagement and in-store traffic.

Chauhaan reflects that the campaign resonates because of its emotional appeal, aided by Kareena’s influence and high-quality visuals, which not only captivate audiences but also increase demand for Trident’s festive collections. He notes, “Building strong emotional connections and engaging consumers through authentic storytelling are critical factors in brand success today.”

Maintaining Brand Consistency

Balancing tradition and innovation is key to Chauhaan’s approach. “While we keep our brand message focused on quality, trust, and innovation, we stay responsive to evolving consumer demands for personalization and sustainability.” Trident’s brand consistency is monitored through regular audits to ensure alignment across platforms while adapting campaigns to new trends. Feedback is pivotal, with data from customer insights driving product updates, campaign messaging, and overall strategy to resonate with consumer expectations.

Digital Transformation and Hyper-Personalization

Chauhaan stresses the importance of digital transformation and AI-driven personalization to stay ahead of competitors. Leveraging data insights to craft hyper-personalized experiences, Trident ensures customers feel understood and valued, whether through targeted online ads or in-store recommendations. Chauhaan’s focus on digital integration—like augmented reality previews and influencer collaborations—has kept Trident relevant to a diverse audience.

Their recent partnership as the Home Décor Partner for Bigg Boss 18 is a testament to Trident’s innovative strategy. This move places Trident’s home collections in front of a vast audience, bridging lifestyle with entertainment to create an engaging brand experience. “This partnership aligns with our brand values, while reaching audiences in a unique, dynamic format that generates interest through creative engagement,” Chauhaan explains.

The Role of AI and Sustainability

Chauhaan believes that AI-driven personalization and sustainability will be crucial for Trident’s future success. Personalized consumer experiences, enabled by AI, and a commitment to eco-friendly practices are increasingly important as consumers prioritize these factors. By embracing these trends, Trident Group is poised to continue building trust and relevance in the market.

What Brands Can Learn 

As we look to the future of marketing, one thing is crystal clear: the landscape is changing rapidly. Brands that can adapt and innovate will thrive, while those that cling to outdated strategies will be left behind. Here are the key lessons from Titan, Myntra, and McVitie’s that every brand should consider:

Embrace Change: Don’t fear change—embrace it. Whether it’s rebranding or exploring new avenues, adaptability is essential.

Leverage Data: Utilize customer data to inform decisions, offer personalized experiences, and enhance customer loyalty.

Stay Authentic: In a world where consumers crave authenticity, build relationships based on genuine engagement rather than just transactions.

Invest in Digital: Digital marketing is no longer optional. Brands must prioritize online engagement through social media, e-commerce, and influencer partnerships.

1. Foster Community: Create a sense of belonging for your customers, making them feel part of something larger than just a brand.