The leading international watch brand and number two player in the Indian watch market, Timex has embarked on a major brand building exercise to mark its 150 year anniversary celebrations.
As part of this initiative, Timex has launched a Rs. 1.5 crore celebrity ad campaign in print and television, featuring its brand ambassador and world’s fastest bowler Brett Lee. The TV and print ads that are targeted at the select markets have creatives by JWT while the media is by Group M.
According to T R Pratap, Marketing Manager, Timex Watches Limited, the new ad campaign is focused more on print with 80 percent of the total budget of Rs. 1.5 crore allocated for it. “The print campaign is targeted at top ten metros UP, Uttranchal, Rajasthan, Haryana, Maharashtra, Tamil Nadu, Andhra Pradesh, Karnataka, Kerala, Gujarat, Madhya Pradesh, Karnataka, Kerala, Gujarat, Madhya Pradesh, Chattisgarh, West Bengal, Orissa, Bihar and Jharkhand. Besides newspapers, we are also targeting magazines like Cosmopolitan, Femina, Filmfare and Wisden.
For the electronic media, Timex has come up with five 10 seconder TV commercials featuring Brett Lee. Timex, according to Pratap is restricting its electronic campaign to select regional markets as last year it had carried a national TV campaign on ESPN, coinciding with India – Australia one-day series. The TV campaign will appear on regional channels like Sun TV, Raj TV, KTV, Jaya TV, Alpha Bangla.
The print and television ad campaigns will showcase the new collection of Timex watches. Besides advertising, Timex is making use of other communication tools like events, road shows and PR to give a big push to the brand and to increase the market share of Timex.
In the Rs. 1000 crore, 11 million units per annum Watch market in the organized segment, Timex is utilizing aggressive marketing policy to substantially increase its current market share of 15-20 percent. “We’re growing at the rate of 18 percent against the single digit average growth rate of the watch industry. This year we’re looking at the growth rate of 20 percent. And all our aggressive marketing and communication strategies are focused on capturing the number slot”, declares Pratap.