For a wedding, the big celebrations often take centre stage. But some of its most memorable moments happen quietly — in the anticipation, the rituals, the glances and the pauses in between. Schbang builds its latest campaign around those moments for Nebula by Titan and Tarun Tahiliani’s Phool Chadar collection.
Nebula by Titan, Titan’s luxury watch brand, has partnered with couturier Tarun Tahiliani for the seven-piece collection, inspired by the detail, beauty and grandeur of Indian weddings. Schbang was tasked with launching the collaboration and establishing its visual and emotional identity on social media.
Rather than leaning into conventional wedding imagery, Schbang looked at the occasion through the woman at its centre. While a wedding is shared by many, certain moments can feel deeply personal. This thought became ‘Her Moment’, the communication territory for Phool Chadar.
“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.
With the territory in place, Schbang shaped the campaign’s tone, mood and visual language around the contrast and complementarity of Tahiliani’s couture and Nebula by Titan’s refined aesthetic. The agency conceptualised and produced a dedicated social shoot, bringing together fashion-led imagery, intimate wedding moments and detailed product storytelling.
The launch was designed to unfold progressively, first introducing ‘Her Moment’, before 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 heart of the launch is Gulistaan, the hero timepiece from the collection. The remaining six watches were introduced within the same visual universe, allowing the seven-piece collection to feel like one story rather than a series of individual product showcases.
Through ‘Her Moment’, Schbang positions the Phool Chadar collection within the emotion of the wedding itself, bringing together Nebula by Titan’s watchmaking, Tarun Tahiliani’s couture and the personal moments that make the occasion hers.
