Watch World, a publication in the field of horology from the Chitralekha Group, hosted the third edition of Watch World Awards, where JWT Delhi’s campaign for Timex Helix watches won in the marketing category for ‘Best Campaign in Print’.
With this award, the brand beat other leading watch brands within the Titan Group as well as many other luxury brands that were nominated in this category, said an official release.
“We are delighted to receive this award; it is recognition of all the efforts Timex Group has invested in understanding the psyche of the youth. For a brand’s success, a clear understanding of psychographics and demographics is imperative and that’s what has made the Timex Helix campaign something to which the youngsters can relate to,’’ said VD Wadhwa, CEO and MD, Timex Group India.
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. Keeping this sentiment in mind, JWT’s Delhi team conceptualised the campaign that was released in July this year. It went on to win accolades from both, industry and the critics alike.
To communicate the 'timelessness’ was the essence of the communication. 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.
“When the worlds zigs, zag. This is a campaign that does just that. It captures and celebrates an often felt but never voiced youth sentiment on time, that wasting some of it is a good thing. A big thanks to the brand team who pushed to not only push the envelope but tear it open,” said Bobby Pawar, Chief Creative Officer, JWT India.
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