Timex Group India Ltd has announced the launch of its new brand campaign for its ‘Conversation Starters’ collection. JWT Delhi is the creative agency behind the campaign, which presents the new look and feel of the brand, while re-emphasising the core Timex values of international, sporty, techie and fashionable as it creates a lifestyle connect with the ‘new age Indian’.
The Conversation Starters brand campaign is being promoted through an aggressive 360-degree marketing plan that involves a new TVC directed by Good Morning Films. The campaign will further be enhanced by an innovative online campaign, select print advertising, point of sale material, promotions and other consumer initiatives.
Commenting on the campaign, Rohit Ohri, Managing Partner, JWT, said, “The new Timex campaign is born out of a simple insight that if one has a great looking watch on one’s wrist, one will always catch someone’s eye. And then, can a stimulating conversation be far behind? We believe that this is a big global idea that brand Timex can own for years to come.”
The new Conversation Starters collection comprises 21 new styles for men and priced between Rs 3,000 and Rs 10,000. The collection, which is targeted at the 20-35 age group, is available at all Time Factory stores and key multi-brand watch outlets across the country.
Kapil Kapoor, Senior VP, Asia Pacific, & Managing Director, Timex Group India Ltd, said, “We are extremely delighted to have launched the new Timex Conversation Starters Campaign and Collection, in the presence of our brand ambassador Brett Lee. Our campaign concept is deeply rooted in a well researched consumer insight and we believe that every Timex watch, with its stylised looks and innovative technology is a conversation starter in its own right.”
A TVC featuring Brett Lee recently broke on major channels, which shows him driving down a highway when a girl drives by. She yells out to him “Nice watch.” And Lee goes on to describe its various features. To this the girl asks, “Is there anything your phone doesn’t have?” Pat comes Lee’s reply, “Your phone number!”
Kapoor said, “We will be spending Rs 15 crore on the marketing strategy for this year, out of which Rs 12 crore would be spent on the advertising campaign. The TVC has already gone on air. We will soon embark on print, outdoor and doing below the line activities. We are targeting around 15-20 per cent growth this year in tandem with the booming watch market in India. We currently have a 22 per cent market share.”
Meanwhile, Timex also plans to introduce three high-end brands in India, besides soon launching its iControl watches, which connect Apple’s iPod.
“We are planning to launch the Ferragamo brand by next month, while another luxury brand, Marc Ecko, would be introduced by September. We have recently started marketing the Nautica brand,” Kapoor said, adding, “We will first introduce iControl in the metros and later take it to smaller cities. It will be priced around Rs 5,000.”
Timex is also looking at expanding its retail foot-print in the country, adding 40 stores in the current fiscal to take the total number of outlets to about 100. It currently has 62 stores. “We will open new stores in smaller cities like Lucknow and Coimbatore,” Kapoor informed.