Sign up for afaqs! Newsletters
Timex reveals new campaign; chalks out Rs 15 crore for advertising
JWT is the creative agency behind the new campaign, and cricketer Brett Lee is the brand ambassador
Timex, the watch brand which is known for its well designed and affordable watches, has rolled out a new campaign titled Conversation Starters. Australian cricketer and brand ambassador Brett Lee unveiled the campaign as well as a collection of 21 new styles according to an official communique on July 28.
Talking to afaqs!, Kapil Kapoor, senior vice-president, Asia Pacific, and managing director, Timex India, reveals that the campaign is about how the brand sparks off conversation between strangers. “Since the last two years, the advertising thought was 'What Next?', which is now seeing an evolution through this new concept.”
The TV commercial shows a man driving in a car. Two women are driving in another car alongside, but in reverse gear. One of the women initiates a conversation with the man, complimenting him on his watch. Thereon, both are shown sharing a flirtatious conversation as they drive.
The film has been created by JWT. JWT has been Timex’s creative agency since 1998. Kapoor says about the decade long association with the agency: “Timex usually has a long association with anyone it partners with. A leading example is the tieup with Brett Lee, who has been associated with the brand for five years now, and we continue to have him on board.”
Lee is an international face, so wouldn't a brand like Timex feel the need for an Indian brand ambassador? Kapoor says no. The fact that Lee is an international face helps in transcending national boundaries. As a leading fast bowler, he represents timing and speed best for the brand, says he.
Kapoor reveals that Timex has chalked out an ad and marketing spend of Rs 15 crore for the year, and the amount has increased by 22 per cent as compared to last year. Apart from television, print, OOH and below-the-line activities (point of sale and in-shop communication) are some of the media that are being utilised.
“The communication elevates the brand from the kiddy-college level to a higher level. One needs to become an aspirational brand,” says Kapoor. The company is looking at targeting its brand at urban people in the age band of 20-35 years.