Timex signs on Kapil Dev for new TVC

Since donning the mantle of the Wisden Cricketer of the Century, Kapil Dev is among the handful of celebrities being aggressively wooed by marketers.

Timex Watches Ltd (Timex) is the latest among the long list of marketers to sign on the one-time captain of the Indian cricket team, Kapil Dev, to feature in its new television commercial (TVC) made by JWT (formerly HTA). The commercial is expected to hit TV screens on October 10, 2002, first on Doordarshan and the rest thereafter. This TVC is an extension of the ‘explore your other side' campaign launched earlier this year.

The new TVC links Kapil ‘Paaji's' adventurous, flamboyant and ‘techy' side with the sporty and fashionable brand values that are embodied by the Timex watch. Talking about how Kapil Dev is the right fit for Timex, Kapil Kapoor, managing director, Timex, says, "Kapil Dev's endurance, quality and skill have made him the toast of the cricketing world today. Our decision to feature him in our new TVC is aimed at bringing out the strong brand values that Timex stands for."

With Kapil Dev as its new messenger, Timex hopes to tout Timex as an energetic, sporty, youthful and ‘techy' brand. Elaborating on the theme, Superna Chopra, associate vice-president, client servicing, JWT, says, "The ‘reveal your other side' campaign is based on the premise that all individuals have an ‘unexplored' dimension to their personalities. This communication vivifies the ‘other side' of the endearing and likeable Kapil Dev, who is back with a bang! And more endearing and loveable than before..." The TVC has been produced by Raj Kaushal, who debuted with "Pyar Mein Kabhi Kabhi" in October 1998.

The fast-paced ad shows some celebrities talking about their other side. Rina Dhaka, the designer, and Harsha Bhogle, STAR ESPN's cricket commentator, would be featured along with Kapil Dev in the ad. Timex plans to feature more celebrities in its future ads. However, at this point in time, Timex's Kapoor is not willing to disclose the names.

This new TVC will coincide with the launch of the Diwali Bonanza promo by Timex, which has been billed as the ‘Find Your Other Side' offer. Under this, Timex will offer up to Rs 1,000 discount on over 1,000 models and a Timex Expedition Bag free on the purchase of every Timex watch above Rs 900. The promotion will run between October 10 and November 5, 2002.

Timex has been consistently promoting its brands through cricket and fashion events in India and began supporting Indian cricket with the sponsorship of the Left Vs Right match in 2001. The subsequent tie-ups with Wisden and ESPN-STAR Sports are a step towards strengthening Timex's association with cricket. © 2002 agencyfaqs!