The Tata Group is on a celebrity chasing spree. The latest Tata company to use a celebrity to endorse its brand is watch major, Titan Industries.

The Rs 950-crore (Rs 9.50 billion) turnover company has signed on Hindi film actor Aamir Khan.

The move comes at a time when most international watch brands retailing in India are using film and sports personalities to keep time with their target audience.

Movado has Twinkle Khanna, Shah Rukh Khan promotes Tag Heuer owned by Louis Vuitton. Aishwarya Rai (Longines), Sonali Bendre (Omega), Lisa Ray (Rado) and Yana Gupta (Christian Dior) and Bret Lee (Timex).

Last year Titan sold 6.8 million watches -- more than half the 11 million watches sold in the organised market. In its earlier communication, the brand was the hero. The advertising was two-pronged. While one campaign used Titan as an apt gift for any occasion, the other highlighted the range.

Titan's new advertising will cater to consumer preferences. The campaign, devised by ad agency Ogilvy & Mather, will break shortly.

Says Bijou Kurien, vice president, Titan Industries: "We want to convey Titan as a symbol of style and attitude. The watch industry is changing. It is all about being a fashion accessory."

More recently, group telecom company Tata Teleservices roped in cricketers Sourav Ganguly and Irfan Pathan to endorse its Tata Indicomm prepaid card.

Cricketer Yuvraj Singh endorses Trent's Westside brand. The group has an association with India's Formula 1 racing driver Narain Karthikeyan for promoting its products. Over the years, southern actor Mohanlal endorsed Kannan Devan tea, while actress Sridevi was the mascot for Agni tea.