For all those who have caught the vivid imagery of the Timex - Kaal promotion, across print, television, outdoor and retail, the finesse of the brand integration would have definitely made a mark.
The baseline is integral to the entire promotion 'Kaal is on your side' as a corollary of 'Time is on your side.' The distribution of the entire campaign was also a lavish affair, across a plethora of mainstream channels such as HBO, Star News, Star World, Zee English, Channel V, ESPN Star Sports, Star One and Zoom. It was topped with a contest, which drew as many as 9,650 responses to 3636 code within a spell of 1 ½ days.
Said Navin Shah, Country Head, Broadmind, "Kaal is a movie which dwells around the young at heart, and its plot is pacey and intriguing from the beginning to the end. Timex's TG is within the age group of 18-35 and as a brand it reflects much the same qualities as the film. We integrated the brand, with the entire buzz surrounding the Kaal campaign, which means outdoor hoardings, special screenings, television spots, retail advertising etc. The response was mind-blowing and the client is absolutely thrilled with the results. So much so, that we are doing four more such deals for the brand Timex."
Shah added, "The Timex-Kaal initiative is the 50th co-promotion deal that we have struck. Other successful co-promotion deals have been Britannia 50-50 Mujhse Shaadi Karoge promotion, Kellogg's and Shrek, Nakshatra and Pride and Prejudice, Clinic All Clear and Dil Maange More. Towards April-June, we would be revealing some more exciting projects, two of which are big block Hollywood films."
Meanwhile, Salil Sadanandan, VP Marketing, Timex, said that he is quite pleased with how the entire promotion has been carved out and executed. He added, "We really must give credit to Broadmind for the way it's all turned out. This is a property, which is young, adventurous and fast paced just like the audience that we are looking for. Apart from the lavish outdoor spread, we have also taken on special screenings for Kaal (keeping our TG in mind), a huge outdoor campaign, retail visibility and spots on television and print. We have derived sufficient decibels in the market because of the expectations with the film."
Sadanandan added, "Since this entire initiative has worked out well for us, we would be investing in more of such properties, provided that the TG is in sync with the brand."
Timex has always been bullish on the Rs 1,500-crore Indian watch market where it has 22 per cent market share with the major chunk of the sales coming from watches priced between Rs 1,000 and Rs 2,000.
In India, the watch market was 25 million pieces a year out of which the organised sector supplied about 11 million units and the most profitable segment for manufacturers was Rs 1,000 to Rs 3,000.
In recent times, Timex India has attributed its improved performance to increased sales and drastic reduction in manufacturing overhead costs by putting in place a flexible supply chain.