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.

At its heart, the collaboration brings together two experiences that people connect with emotionally, Zakir Khan’s storytelling, rooted in relatable everyday Indian moments and Grameen Kulfi, a brand built around comfort, familiarity and the sweet nostalgia of a beloved “desi treat”.

Zakir Khan’s Papa Yaar is a deeply personal and widely relatable comedy special that celebrates fatherhood and everyday Indian emotions with Zakir’s signature warmth and storytelling. For Grameen Kulfi, the association reflects a larger brand vision, to be part of cultural moments that bring people together, evoke emotion and create shared memories.

From fun social media content and on-ground vox pop interactions across cities to backstage conversations with Zakir Khan and exclusive fan moments, the partnership has been designed to go beyond just sponsorship and become part of the overall Papa Yaar journey.

Commenting on the collaboration, Mr. Jeetendra Bhandari, Founder, Walko Food Company, said, “Grameen Kulfi has always been about honoring India’s original ice cream & building it as a category. Zakir Khan resonates deeply not only with the brand’s name and product positioning, but also with its spirit as a true son of the soil — someone rooted in his land, culture and people, yet celebrated nationally & internationally. Partnering with Zakir Khan’s Papa Yaar for an entire year felt like a true extension of that vision. We see this as a cultural partnership, where a new-age Indian kulfi brand becomes part of stories unfolding across cities and audiences nationwide.”

Zakir Khan added, “Comedy has always been about connection, about finding pieces of ourselves in stories. When a brand understands that emotion and chooses to back an entire journey like Papa Yaar, it becomes more than just sponsorship. There’s something very warm and familiar about Grameen Kulfi as a brand, and that made this association feel like a perfect fit for a tour that is so personal and rooted in shared Indian experiences.”

Speaking about the collaboration, Shoven Shah, Founder & CEO, TribeVibe Entertainment said, “For TribeVibe, live entertainment today presents brands with the opportunity to participate in culture, not just advertise around it. The Grameen Kulfi x Zakir Khan collaboration is a strong example of how TribeVibe enables brands to meaningfully align with content, emotion and audience experiences in an authentic, long-term manner. A year-long association across 50+ shows allows the brand to build a sustained and credible presence within a cultural journey that audiences are actively engaged with and emotionally invested in.”

Bangalore, 29th May 2026: Licious, India’s first D2C unicorn, translated the launch of its momos category expansion campaign ‘Mother of All Momos’, into a culture-led marketing play driving 5X growth across key markets. Tapping on the momo obsession of Indian consumers, the campaign resulted in 3.5x and 5.2x growth in Bangalore and Mumbai respectively; while Delhi-NCR saw a 210% increase in daily active users. The campaign reached 18.54 million consumers, affirming Licious’ expanding footprint across India.

Momos are more than a snack for India; nobody just eats momos. There’s a whole feeling attached, the steam rising off a street-side cart, the queue outside the college gate, the 11pm craving that won’t quit. They are a mood, a ritual, and for many consumers, a personality trait. Licious brought this insight alive across cinema, residential societies, quick commerce, OOH, creators, comedians, and digital storytelling. Starting from PVR activations in Delhi and Bangalore, the brand made sure momos showed up where India was already paying attention.

In Delhi-NCR, the campaign leaned into momo loyalty at street level, with creator collaborations and comedian-led storytelling with Gaurav Kapoor and Vir Saini. In Mumbai, it positioned momos as comfort food for people missing familiarity in a fast-moving city. Across markets, the idea stayed the same: momos are not occasional. They are emotional.

Varun Khanna, Senior Vice President – Marketing, said, “The idea was simple. Don’t sell momos, celebrate them. Indians don’t need to be convinced to love momos, they already do. Licious wanted to meet that love where it lives, whether that’s a cricket match, a comedy show, or a movie theatre. The campaign did exactly that. The response has been strong with Delhi, Bangalore & Mumbai seeing multi-fold growth in revenue and adoption”

The campaign also extended Licious’ larger playbook of organising high-consumption, unorganised food categories. With momos, the brand did not just enter a large category. It entered a cultural habit and gave it scale, trust, and a brand moment.