When two worlds built around craftsmanship come together, the opportunity is to create something that feels greater than a collaboration. Nebula by Titan, Titan’s luxury watch brand known for its handcrafted timepieces and appreciation for art, design and Indian craftsmanship, joined hands with celebrated couturier Tarun Tahiliani, whose work brings together contemporary fashion and the richness of Indian culture, for Phool Chadar, a collection inspired by the beauty, detail and grandeur of Indian weddings.
“Some moments are fleeting, but the feelings they leave behind stay with us forever. At Nebula, we craft timepieces that give these moments a sense of permanence. Launched for the wedding season, this collection celebrates the moments that are entirely her own, the quiet pauses, the stillness of coming home to herself. Our collaboration with Tarun Tahiliani brings together the poetry of couture and the artistry of fine watchmaking, for timepieces that mark not just her big day, but every moment that makes it hers.” said Michelle Puri, Head of Marketing and Communications, Premium and Luxury Watches, Titan
The brief for Schbang was to launch the collaboration and establish its world on social media, introducing the seven-piece collection while creating a distinctive visual and emotional language for the coming together of Nebula by Titan and Tarun Tahiliani.
The opportunity was to move beyond conventional wedding imagery and find a space where craftsmanship, couture and the emotion of the occasion could come together naturally.
Schbang looked at the wedding not simply as one celebration, but through the moments within it, the anticipation, the details, the glances, the rituals and the quiet seconds between the larger celebrations. While a wedding is shared by many, some moments feel deeply personal to the woman at its centre. That became ‘Her Moment’.
Emerging from the exploration of what the collaboration could mean beyond the product, the idea became the communication territory for Phool Chadar, giving the campaign an emotional point of view while keeping the watches at its heart. With the territory established, Schbang defined the tone, mood and visual language for the collaboration, bringing together the richness of Tarun Tahiliani’s couture with Nebula by Titan’s refined, timeless aesthetic. The team conceptualised and produced a dedicated social shoot, creating a cohesive visual world across fashion-led imagery, intimate wedding moments and detailed product storytelling. The social launch was designed to unfold progressively, introducing Her Moment, and then revealing the Nebula by Titan × Tarun Tahiliani collaboration and the Phool Chadar collection.
“With Phool Chadar, the brief went beyond showcasing a collection. It was about finding a territory that could hold two very different crafts together naturally. ‘Her Moment’ let us build that world through the quieter, more personal parts of a wedding, so the watches became part of the story rather than sitting outside it.” said, Karthik Krishnan, Senior Creative Director, Schbang
At the centre of the launch was Gulistaan, the hero timepiece of the collection. The remaining timepieces were introduced within the same visual universe, allowing the seven watches to come together as one cohesive collection rather than seven individual product stories.
Through Her Moment, Schbang created a social identity for Phool Chadar that brought together the worlds of Nebula by Titan, Tarun Tahiliani and the wedding occasion, with the timepiece becoming part of the moment, rather than simply an accessory to it.