150-year-old watch company Timex has launched the latest advertising
for its youth brand Helix.
is the creative force behind this campaign. The communication
aims as projecting Helix a brand that youth can own, both
in attitude and style.
With the youth watch market growing at 15 per cent and limited
brands that provide trendy and affordable merchandise, global
watch manufacturer Timex decided to launch a sub-brand that
specifically targeted the college going segment.
The campaign is built around the concept of time according
to the young generation, which is the TG for the brand. It
takes inspiration from the insight that from school
to college, a new sense of freedom begins to unfold, when
the young begin to explore limitless time with limited money
in their wallets.
According to this insight, the youth today sees the present
time, i.e. now as the only time hang out and just
be, make fabulous friends, do spontaneous things and be free
spirited and uninhibited. The campaign, thus, tries to reflect
the youths sentiment -- I want to spend time exploring
and enjoying the present but I am expected to join the rat
race to ensure my future is bright when I am already confident
that it will be.
Since the brand communication is aimed at college going youth,
the theme of the campaign is also derived from the different
aspects of college life like the summer holidays and the time
collegians spent in the canteen having a good time.
The idea was to go against the tradition where everybody keeps
advising the youth to do something, this is your time,
stop wasting it. Instead the camoaign says, Go
Ahead and Waste Time. It is a new way of telling the
youth that this is the only time they have the luxury to explore
their options and have a good time.
The campaign includes a one minute thematic film accompanied
by two launch ads that celebrate the philosophy of Waste
Time. Following these, the brand launched followed up
ads spanning 20 seconds each that showed innovative ways of
wasting time. The videos and TVCs were supported
by online presence through a Facbook page, print ads and cinema
advertising at various theatres. The films have been produced
by Flying Pigs Production.
JWT SVP and executive planning director said, The campaign
idea is truly provocative for a watch brand. In a fresh and
disruptive way, it blends the truth about youth lives with
the category. Young consumers have responded really favourably
to the boldness of a liberating brand thought Waste
Time. This campaign sets the tone for Helix - a cool young
brand with a distinct attitude and distinct designs.
Timex India head marketing Vinit Kapahi explains, With
an active and growing youth watch market, we wanted to offer
trendy and international range of watches at an affordable
price point. Designed by internationally acclaimed and Milan
based designer, Giorgio Galli, the collection is targeted
to the global youth of today, men and women in the age group
of 18-24 years. The campaign is clutter breaking, bold and
attempts to resonate with the lives of young people in college.
The core team at JWT including Account Management, Creative
and Planning with their understanding and passion, along with
us, believe in the power of - Waste Time, You Will Never Be