Advertiser: TIMEX
Agency: JWT INDIA
Category: Copywriting
Advertising campaign: WASTE TIME
Agency Producer: Avani Mankotia (JWT India)
Account Supervisor: Charu Bhatanagar (JWT India)
Director: Bharat Sikka (Flying Pigs Production)
Animation Director: Neeraj Suji (Animania -A Division Of Films Rajindra)
Account Director: Rajinder Singh (JWT India)
Creative Director (Copy): Simran Sahni (JWT India)
NCD: Swati Bhattacharya (JWT India)
DOP: Tassaduq Hussain (Flying Pigs Production)
Servicing Head: Vikas Mishra (Animania -A Division Of Films Rajindra)
Music Director: Nikhil D'souza (Flying Pigs Production)
Assistant Producer: Govind Aggarwal (Flying Pigs Production)
Account Servicing: Saurabh Sethi (JWT India)
NCD: Tista Sen (JWT India)
Creative Director (Art): Anupama Ramaswamy (JWT India)
Producer: Salil Khurana (Flying Pigs Production)
NCD: Senthil Kumar (JWT India)
Implementation
The campaign launched in cinemas across India with a 60 second film.On TV we ran a 40 second.Along with the 60, on the internet we ran 7 (20 second films) each for one day of the week.Print and outdoor campaign happened simultaneously.
Campaign Description
Timex wanted to launch a new watch brand called Helix, aimed at the young.But the young were already hooked on to another brand called FAST TRACKFAST TRACK was telling the young target audience to 'MOVE ON' as an attitude.We decided to go exactly the opposite way and tell the young what no one had ever told them,WASTE TIME.We flipped the meaning of TIME on its head and said what no one had ever said it.WASTE TIMEIt was most appropriate for a brand trying to launch a new watch in a market where the leader was strongly entrenched in the target audience's head for the last 10 years.on a shoe string budget.Plus selling the concept 'WASTE TIME' for watch brand was certainly was radical!
Effectiveness
The campaign was a great success both with the client and the consumer.For the client it was a brand that was noticed overnight, and won many accolades across the world-The Business Standard rated Helix as one of the best launches of the year.-Brand Helix won the watch world award 2012 in the marketing category.-The ‘Waste Time’ campaign also won the global youth award 2013.For the consumer, well we have numbers that prove the pointWe spent onlyProduction cost- USD 91,371Media print cost- USD 127,920Cinema, TV and digital cost- USD 91,371 By the second week itself the watches were out of stock and we had to pause the campaign till fresh stocks reached the stores.