Set at a time when the domestic market was heavily disrupted by smuggled goods, the narrative tracks how the founders overcame immense bureaucratic and financial resistance to build an enduring icon of Indian industry. For PR experts, the core takeaway is clear: Titan did not succeed merely by building a better timekeeping machine; it succeeded by anchoring its narrative in national pride and emotional identity.

The transition from a basic commodity to a lifestyle essential occurred when the brand tapped into a deeper consumer truth—the gifting culture of India and the collective aspiration for world-class local design. By pairing breakthrough quartz technology with an elegant, emotionally resonant branding campaign, Titan redefined what it meant to buy an Indian product. For the modern communication professional, the series underscores a fundamental rule: products are built on logic, but enduring brands are sustained on genuine human connection. True scale is unlocked when strategic messaging captures the cultural zeitgeist, transforming a functional tool into a personal milestone.

The Key Takeaway for PR Professionals Sell the Paradigm, Not the Product: When entering a market dominated by legacy players or skepticism, the primary role of PR is to alter the emotional context. Move the conversation away from functional specifications (the “what”) and firmly position the brand around identity, aspiration, and purpose (the “why”).This video highlighting a Turning Point for Titan provides a direct look at the high-stakes narrative pivots and intense conviction featured in the series.

~ In a rare recognition, Department of Posts of India has issued an exclusive commemorative Special Envelope (Cover) and a Postcard — a first for any streaming series in the country~ 

Mumbai, 18 June 2026: Within just a few days of its launch on Amazon MX Player, Made in India: A Titan Story has emerged as one of the most talked-about Indian series of the year. This six-episode period drama that played out in 1984 as JRD Tata and Xerxes Desai took on a challenge to create India’s first homegrown watch, has earned widespread acclaim from viewers, critics, journalists, entrepreneurs, and industry leaders alike, for its moving portrayal of an inspiring Indian story of resilience, innovation and the enduring legacy of enterprise that continue to shape modern India.

Memorable performances by National Award-winning actor Naseeruddin Shah as JRD Tata, and the talented Jim Sarbh as Xerxes Desai, with a stellar ensemble including Vaibhav Tatwawadi, Lakshvir Saran and Namita Dubey, have shaped the core of what has made the story stand out and resonate with audiences across industries and society.

Now, in a rare and first-of-its-kind recognition in the streaming industry, the Department of Posts of India, has recognized the show with an exclusive Made In India: A Titan Story envelope (cover) and a postcard. This follows iconic brand Amul’s poster acknowledged the series’ impact on the country, with a tagline that reads, ‘Made in India: A Bitin’ Story’.

This compelling/relatable narrative, authentic performances, and touching recreation of an era that transformed Indian enterprise, further reinforces Amazon MX Player’s commitment to bringing high-quality premium storytelling that is available for audiences across India to stream for free – be it via mobile devices, Connected TVs, the Amazon shopping app, Prime Video, Fire TV, JioTV, or Airtel Xstream.

When Amogh Dusad, Director and Head of Content, Amazon MX Player, who has been the brain behind audience favorites like Ashram, Bhay, and Rise & Fall, felt that this story sat at a rare intersection of bold storytelling and the mood of a nation. “Narratives that reflect India’s ambition of building, proving and making a mark on the world stage make for deeply relatable storytelling. Made in India – a titan story is one special celebration of the ‘Make in India’ spirit of ingenuity and audacity, and seeing millions of viewers connect with it is hugely gratifying.”

Based on the book, ‘TITAN: Inside India’s Most Successful Consumer Brand’ by Vinay Kamath, directed by Robbie Grewal and written by Karan Vyas, the series has drawn praise from acclaimed filmmakers Aanand L Rai, Hansal Mehta, Nikhil Advani and Ashwiny Iyer Tiwari, actor Gajraj Rao, and several prominent voices from the worlds of business, media, and films. Viewers are describing the show as inspiring, engrossing, and one that evokes a sense of deep Indian pride and spirit, ranking it among the finest Indian series of the year — a claim that is also reflected in its IMDb rating of 8.8/10. The show has clocked 4.5 million views within first five days of its launch (as per Ormax reports).

Jim Sarbh expressed his gratitude, stating, “Xerxes’s journey is one of courage, ambition, and persistence, and seeing audiences embrace the series with such enthusiasm has been incredibly gratifying. It’s especially rewarding to see the conversations around Titan’s origins and the people behind its success continue to grow.”

Naseeruddin Shah, reflecting on the overwhelming response, added, “The response to Made in India- A Titan Story has been very heartening. What makes it especially meaningful is seeing audiences connect not just with the story itself, but with the values J.R.D. Tata embodied, his vision, his faith in people, and his ability to nurture ideas that were far ahead of their time.” 

Director Robbie Grewal said, “When we began this journey, we knew we were telling a story that deserved to be remembered. The love coming in from audiences, critics, and industry leaders within days of the launch has been truly overwhelming. It is immensely rewarding to see the story resonate with so many people across generations.”

To mark the overwhelming response for the series, Made in India: A Titan Story recently also lit up Mumbai’s iconic Worli Sea Link with a special OOH activation, transforming the landmark into a powerful tribute to Indian innovation and enterprise.

Amazon MX Player’s Titan follows the success of Prime Video’s local slate — Matka King, Raakh, Subedaar and System in what is proving to be a standout year for Amazon’s entertainment offering. Global originals Off Campus and Boys have pierced the zeitgeist with fandoms deep within India’s pin codes.

With Prime Video and Amazon MX player, Amazon serves stories across theatrical, binge-watching and the thumb-stopping content — providing both immersive at-home and theatrical experiences to bite-sized escapes in the middle of a busy day.

With two separate streaming services, Prime Video and Amazon MX Player, Amazon caters to a diverse spectrum of streamers in India – from those who are new to streaming to those who choose streaming over other mediums.

Licensing, direct-to-service premieres, Original series, Original movies, and now Amazon MGM Studios’ Original movies that premiere first in theatres, Prime Video’s content strategy covers the entire gamut of cinematic storytelling. Starting 2026, Amazon MGM Studios to premiere 4 to 6 movies in theatres annually.

Through a focus on bringing premium quality content for mobile-first customers, Amazon MX Player serves scripted, unscripted, dubbed international content, and more to over 250 million monthly users. Gears up to launch MX Fatafat – micro-dramas that provide quick entertainment during brief moments to mobile audiences.

BALI, Indonesia—June 26, 2025—In a panel discussion at APOS Bali (Indonesia) 2025, created and curated by Media Partners Asia (MPA), Gaurav Gandhi, Vice President, Asia Pacific & MENA, Prime Video, Nikhil Madhok, Director & Head of Originals, Prime Video, India, and Amogh Dusad, Director & Head of Content, Amazon MX Player, at APOS Bali (Indonesia) 2025, shared their views on Amazon’s strategy of having two different streaming services in India.

During the panel discussion, moderated by Vivek Couto, Managing & Executive Director, Media Partners Asia, Gaurav Gandhi talked about the two-platform strategy behind two distinct streaming platforms, SVOD-led Prime Video and AVOD-led Amazon MX Player in India, stating, “India is a really heterogeneous and diverse country with customers having very different needs. Both the services address two different sets of customers – Prime Video caters to customers who are subscription-ready, who have actually transitioned to streaming as their first choice or the only choice of entertainment. While Amazon MX Player is aimed at customers who are now transitioning from traditional media – TV or are still on it, but are not subscription-ready yet, though they are seeking high-quality premium content.” He further explained that Prime Video enjoys strong penetration on living room devices, while Amazon MX Player reaches over 250 million users, many of whom access the service on mobile devices and on-the-go. Talking about the content strategy, he highlighted that Prime Video offers premium, high quality, and cinematic Originals, global content, programming in 10 Indian languages. As an entertainment hub, Prime Video also offers add-on subscriptions to services like Apple TV and many others in addition to movie rentals (TVOD). Amazon MX Player’s content strategy, on the other hand, is centred on scripted dramas, as well as a sharp focus on unscripted content, dubbed content from around the world, and now short-form content.

Elaborating further on Prime Video’s content strategy, Nikhil Madhok, Director & Head of Originals, Prime Video, India said, “We were very clear from the start that the local content in India had to be highly differentiated from television, but at the same time, when it lands up on the service, sitting next to our international content, it must be equally compelling, if not more. As such, we’ve been very clear about bringing premium, nuanced, segmented, and highly differentiated cinematic quality Originals. So, the investments that we’re making in the production quality for these Originals is way higher than linear television, and closer to cinema. And that’s why we’ve been able to create franchises like Made in Heaven, The Family Man, Paatal Lok, Call Me Bae, amongst others, which have become bigger with every season.” Nikhil also highlighted how Prime Video customers are looking for something a little deeper than surface-level plot lines or simple genres, “That’s why we think very deeply about themes, and not just genres. For example, earlier this year, we launched a horror show called Khauf. However, at its core, it is really about young women and the challenges that they face when they live in large cities. It’s about dealing with and overcoming trauma, with the genre of horror serving as the packaging. Similarly, another important theme is connecting with the roots. A lot of urban audiences living in big cities can sometimes feel a little disconnected with their roots and yearn for simpler times. Originals like Dupahiya and Panchayat do very well because it brings the viewers back to that world and time in their lives.” He also spoke about the need to segment content and offer customers variety for consumption, in terms of Indian and international content, themes, genres, languages, formats (series and movies), and more.

Talking about Prime Video’s movie strategy that involves licensing, direct-to-service premieres, Original movies, co-productions, and more, Nikhil explained Prime Video’s role in taking movies pan-India through localisation. Since 2020, Prime Video has premiered over 65 movies across 6 languages directly-on-the-service, while continuing to focus on licensing movies for streaming premieres post their theatrical release. Over the past few years, Prime Video has also co-produced movies with leading Indian studios, premiering them first in theatres, as well as produced Original movies for streaming. “But what I’m most excited about is what we’re doing now as part of Amazon MGM Studios, where we are creating a very exciting theatrical slate,” he added, “These are originally produced movies by Amazon, which will release in theatres directly. We recently announced Nishaanchi, directed by Anurag Kashyap, which will release in theatres this September. I’m happy to share that starting 2026, we will be releasing four to six movies in theatres every single year.”

Amogh Dusad, Director & Head of Content, Amazon MX Player, elaborated on the content strategy of the service stating, “We obviously acknowledge the vast diversity and multiple cohorts that might exist between the 250 million strong user-base that we have. So, it is a fairly heterogeneous market socio-culturally, and we draw the themes for our content from customer learnings. For example, themes of inspiration and aspiration resonate with customers because these are people who really want to go up the socio-economic ladder, and rags-to-riches stories or content about an underdog’s journey strike a chord with their lives. Similarly, we have a franchise called Hustler, which actually delves into the start-up hustle culture, and that resonates a lot with young customers. Content that can help customers escape the day-to-day life and mundanity of everyday routine works well too, whether it’s from any form of a large show like Aashram, which has had more than 200 million streamers in the country, or through the international dubbed content that we are localizing, which gives viewers a window into a different world, and effectively serves that need of escapism that they seek.” Amogh also explained how Amazon MX Player is intentional about the cadence with which the service launches new shows, and also aims at bringing new seasons of franchises to customers sooner than other streaming services.

At the session, Amogh announced that Amazon MX Player would be launching MX Fatafat, micro-dramas meant for today’s mobile-first audiences. On the vision and strategy behind this, he shared that the evolution in storytelling needs innovation not just in narrative but in format. Many viewers primarily use mobile devices, seeking quick entertainment during brief moments throughout their day. That’s where MX Fatafat—serialized stories told in short, one-to-two-minute episodes, with 80 to 100 episodes per series, in vertical format—comes in. “MX Fatafat is a fresh approach, requiring unique writing and production methods, and we are looking forward to launch it later this year,” he added.

Addressing the question on whether Amazon approaches creator partnerships differently for Prime Video and Amazon MX Player, Gaurav shared, “Supporting the creative economy in India is very intentional on our part across Prime Video and Amazon MX Player – whether it was about building cinematic long-form storytelling in India, which didn’t actually exist, to actually bringing learnings from around the world to better equip our partners, to even thinking about how we can get new creators and technicians on shows – over 50% of Prime Video’s originals in development and production feature new talent either in front of or behind the camera. One of our big successes this year, Dupahiya came from absolutely new, first-time creators, so the intentionality is really important.” He also explained how taking Indian content to pan-India and global audiences has actually helped increase the Total Addressable Market for storytellers. He emphasized that with MX Fatafat, Amazon MX Player is unlocking a new wave of first-time creators by actively co-creating content with emerging talent.

Talking about content investments, Gaurav shared that Amazon remains optimistic about the overall streaming landscape in the country and is continuing to invest in content through Prime Video and Amazon MX Player. Looking ahead, he shared, Amazon sees significant opportunities in both, ad-supported and subscription-based services, emphasizing that it is still early days for streaming in India.