Helix's 'Waste Time' brand message to woo youth

MUMBAI: 150-year-old watch company Timex has launched the latest advertising for its youth brand Helix.

JWT 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 youth’s 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 Young Again’.

Latest Reads
Taproot Dentsu bags advertising mandate for Big FM

Taproot Dentsu, the creative agency from Dentsu Aegis Network, has acquired advertising duties for 92.7 Big FM India, one of India’s largest radio networks, following a multi-agency evaluation. The agency will service the account from its Mumbai office.

MAM Marketing MAM
WolfzHowl diversifies its strategic talent pool

Wolfzhowl Strategic Instigations a brand strategy consultancy, soon entering its 6th year of operations working across India and several foreign markets has made a few defining hires to strengthen their strategy talent pool.

MAM Marketing MAM
Combiflam ICYHOT takes on ‘strong pain’ in new campaign by Ogilvy

Sanofi India – makers of the Combiflam range – has launched the latest ad campaign for its topical analgesic Combiflam ICYHOT.

MAM Media and Advertising Ad Campaigns
Brands ride on the 10-year challenge wave

While Facebook’s latest viral trend #10YearChallenge is being seen as a negative conspiracy; an attempt to "train a facial recognition algorithm on aging" by many, brands have leveraged the upward tide of its popularity in an interesting manner by sharing their own versions of the challenge.

MAM Media and Advertising Ad Campaigns
“Me, The Change” by The Quint Celebrates India's First-time Women Voters

With 10 incredible women taking center stage at Delhi's Pullman Hotel in Aerocity, The Quint's “Me, The Change” event, presented by Facebook India, was an evening exemplifying the spunk and grit of India's first-time women voters.

MAM Marketing MAM
Mayur Hola to lead a refreshed proposition for Havas Creative as new NCD

Havas Group India has appointed Mayur Hola as National Creative Director, for Havas Creative, effective immediately. Hola will be closely working with Bobby Pawar, Chairman and Chief Creative Officer Havas Group India to lead a refreshed creative proposition by leveraging Havas Group’s integrated...

MAM Marketing Brands
Innovation, customer-centric approach core to JHS Svendgaard's marketing strategies

One of the leading oral-care product manufacturers and exporters, JHS Svendgaard Laboratories Ltd, had an exciting 2018 with the company clocking in revenue of Rs 143 crore, besides adding some impressive clients towards its core contract manufacturing business of toothpaste, toothbrushes and...

MAM Marketing Brands
Grofers buckles up India for the Grand Orange Bag Days

India’s biggest Grocery Sale – Grand Orange Bag Days by Grofers is just around the corner and the brand has left no stone unturned for the launch of the Sale.

MAM Marketing MAM
Ogilvy announces new APAC creative leadership team

Ogilvy has announced the names of its new capability leadership team in the Asia-Pacific region as a next step in the agency’s transformation journey.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories