Timex starting conversations with new TVC

Timex offers a range of stunning, technologically advanced watches for which they are called, "Conversation Starters" aspiring it to be an ice breaker between people. With the launch of the new E-Altimeter range of watches with features that measure altitudes and depths (25,000ft to -400ft) is visually depicted in the TVC interestingly making it a distinguished story

Conceived by JWT, the TVC is constructed of sensual, stylized shots taken underwater and bright sky with limitless borders to convey the feeling of infinity above water.

Speaking exclusively to Adgully, VD Wadhwa, Managing Director of Timex Group India Limited said, "The idea behind the campaign was to invent a strategy to successfully trigger conversations amongst youth in unusual and unsuspecting circumstances. A cool Timex watch attracts a lot of attention towards the wearer."

"The campaign is a result of well researched consumer insight that a watch is a style statement and continues to compliment the wearer. A lot of things are unsaid but are apparent in the ad like the waterproof and the rugged quality of the watch which makes it stand apart. The watch has the staggering ability to spark off great chemistry between the contenders," he continued.

The Timex campaign's objective is to reach out to the younger lot accentuating the multifunctional and exciting range of altimeter watches. "In the contemporary epoch, a watch acts as more than an accessory as it often becomes an ice- breaker and a conversation starter amongst strangers. The ad campaign comes in the wake of World Cup 2011 and will enjoy a good impact on its audience as it evokes thrill, adventure and precision apart from telling the time. It also boasts of improving the visibility of the brand on television," further adds Wadhwa.

The brief given was about taking "Conversation Starters" to a new high using the iconic product E-Altimeter into the TVC. "The product has some amazing features along with measuring height and depth which are available in an Analogue watch. The entire look of the watch is very sporty and has a bold coloured strap and a highly feature driven watch was definitely something that was something worth showcasing and a conversation starter," Wadhwa added on.

The response has been very positive. According to Wadhwa, the TVC has been able to build awareness amongst the TG using the communication platform of "Conversation Starters".

"Compliments' are loved by all, and are considered to be one of the safest options to get one talking to that someone. It brings a sense of delight to the receiver, who would (in most cases) oblige with a favorable reply or at-least treat with a smile. This idea is further elaborated in the campaign.

Wadhwa said- "We are extremely delighted to take the "Conversation Starters' campaign one step ahead with the new commercial. The new 45-second commercial draws its essence from a well-researched and strong consumer insight that a great looking watch can often act as an ice-breaker between two unknown people even in the most uncommon of situations! You are always bound to attract attention and be complimented with a "Hey! Nice watch" when you sport a cool TIMEX on your wrist. The campaign surely reflects our brand proposition of starting a conversation."

Last year, Timex announced its association with ICC as the official product licensee of the World Cup 2011.

Timex as a brand is very sporty and has technologically superior products. "We have undertaken a number of marketing initiatives which include partnering with ICC Cricket World Cup 2011 as the "Official Product Licensee" within the watch category along with launching Tarun Tahiliani exclusive collection of watches targeted towards women who would want to wear a watch crafted like the Jadau work done in Jewellery. Timex Group India has a portfolio of brands which caters to the different needs of the consumers and has brands ranging from mass premium to luxury. The group has brands like Timex, Nautica, Marc Ecko, Salvatore Ferragamo and Versace," Wadhwa commented on other marketing strategies.

Timex has plans to strengthen its distribution network across smaller cities for the larger share of the country's rapidly growing watch market. Timex is also looking at expanding its retail foot-print in the country, adding 40 stores in the current fiscal to take the total number of outlets to about 113. Timex currently has 73 stores. | By Janees Antoo [janees(at)adgully.com]