The campaign for the youth watch brand, conceptualised by JWT, seeks engagement in a laid-back TVC that asks college-goers to do 'nothing'
BestMediaInfo Bureau | Delhi | July 16, 2012
The youth watch market in India is growing at 15 per cent but it has a limited number brands that are both trendy and affordable. Sensing an opportunity, Timex has launched a sub-brand that specifically targeted the college-going segment. Helix is a range of vibrant, free-spirited and unconventional watches. The communication task was to make Helix a brand that the youth can own, both in attitude and style.
Vinit Kapahi, Head of Marketing at Timex India, explained, “With an active and growing youth watch market, we wanted to offer trendy and international range of watches at affordable price points. Designed by internationally acclaimed and Milan based designer, Giorgio Galli, the collection is targeted at the global youth, men and women, in the age group of 18-24 years.”
To communicate the 'timelessness' was the essence of the communication. The creative idea came from a very simple phase of life: college. The campaign is all about time and what it means to young college-goers. From school to college, a new sense of freedom begins to unfold, when the young begin to explore limitless time with limited money in their wallets. College time is the only time to hang out and just be, make fabulous friends, do spontaneous things for the heck of it, to feel the thrill of being alive, being free spirited, being uninhibited.
The campaign focuses on the endless stretch of summer holidays, the never ending 'timelessness' and the canteen gossip sessions that went on and on; on how the entire world tells the youth to "do something, this is your time, stop wasting it?" The ad asks the viewer to defy tradition and tells them to actually go ahead and waste time! Why? Because only the young have the luxury of having time on their side, and this time will never come back again.
“The campaign idea is truly provocative for a watch brand. In a fresh and disruptive way, it blends the truth about youth lives with the category. Young consumers have responded very favourably to the boldness of a liberating brand thought – Waste Time. This campaign sets the tone for Helix – a cool young brand with a distinct attitude and distinct designs,” said Atika Malik, Senior VP and Executive Planning Director, JWT.
The campaign was launched through a thematic, one-minute film and two launch ads celebrating the philosophy of 'Waste Time'. This was followed by a series of follow-up ads and short films (20 seconds) showcasing interesting possibilities of wasting time. The campaign was launched during the summer vacation, a captive period for any college goer.
The campaign has been actively supported by digital media through a live Helix India Facebook page, helixwebstore.com, and across cinema and print media.
Kapahi of Timex added, “The campaign is clutter-breaking, bold and attempts to resonate with the lives of young people in college. The core team at JWT including account management, creative and planning, with their understanding and passion, along with us, believe in the power of 'waste time, you will never be young again.'” The campaign, thus, asks viewers to go ahead and embrace 'nothing' because only when one empties the head, great ideas might fill it up! Or so the ad claims.
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