Timex Group has unveiled a new campaign for the 'E-Altimeter' series of watches from the brand. The campaign, created by JWT, continues on the same “Conversation Starters” theme, wherein a watch becomes the starting point for a conversation among strangers.
Watch the TVC (Story continues below)
The film begins with a woman noticing a man swimming towards her underwater. Striking a conversation under the water itself by indicating that he is wearing a nice watch, they both swim up together to the surface. There is some surprise maintained till the man and woman surface above the water. The sparks are just about to fly when a second girl rises from the water and says, “Hey, nice watch”.
Commenting on the campaign, VD Wadhwa, managing director and chief executive office, Timex Group India Limited, “Timex has always been known for its technological innovations and R&D that goes into its watches. This time we decided to give our consumers besides the time-keeping accuracy, which any other watch brand will give, many more features like the E-altimeter as part for the Expedition series. The idea was to make the product much more relevant to a large audience because if you say it is part of the Expedition series, people have a tendency to think that it is only for use during hiking, mountaineering, etc. But that is not true. The creatives address the core Timex TG of SEC AB 22-35, where we are articulating the entire feature of the watch and made it appealing enough for the brand to connect with the young audience.”
Elaborating on the 'Conversation starters' theme for the campaign, Rohit Ohri, managing partner, JWT, added, “The idea of conversation starters was based on an idea we created for Timex a few years back. It is basically rooted with the insight that when a person is wearing an attractive watch, you use that as a trigger to strike a conversation. In fact, we have done almost five films on this theme for the brand.”
Wadhwa pointed out that the brand has not been visible on television for quite some time now, and the media spends for the new campaign is in the region of around USD 1 million (approx. Rs. 4.5 crores).
Creative : Shobhit Mathur, Sabuj Sengupta
Planning: Shefali Nath
Business: Rajendra Singh, Charu Bhatnagar, Rohit Verma