Timex's new campaign helps break the ice

Timex has unveiled a funky, sporty and an outdoor-sy campaign to support the launch of its 'Conversation Starters' collection in India.
Created by J Walter Thompson, Delhi, and directed by Shashank Chaturvedi (Bob) of Good Morning Films, a spunky 30-second spot depicts a "cool" girl driving her convertible in reverse just to start a conversation with the protagonist wearing a Timex from the "Conversation Starters" collection. "Nice Watch….what does it do", says the girl to break the ice. The guy then details its multiple uses such as tide, compass and temperature. "Is there anything it doesn't have?" she asks. "Your phone number!" quips the lead actor. The spot closes with an infectious, delicious laugh from the girl.
Targeting the young SEC A adult, the campaign aims to gain an instant connect with 'the new age Indian'. "We were looking at a brand of seriously sophisticated watches that did more than just tell the time and were loaded with gadgets and hip features that would make anyone salivate," said Elvis Sequeira, vice president and executive creative director, JWT. "We figured out we weren't talking to uncles with grey hair and their kids in class 6. This was a brand for the super cool, with cash to burn and attitude to spare."
The TV work will be supported by print, OOH and BLT initiatives. With a marketing budget of Rs 15-crore, Timex is eyeing a 15-20 per cent growth this year. The company currently commands a 22 per cent market share.