Which way will young India swing?

While Fastrack believes in the concept of ‘Move On’, Helix promotes ‘Wasting Time’

e4m by Shachi Tapiawala
Updated: Jul 17, 2012 8:34 PM
Which way will young India swing?

There is nothing better you can do with your time now but to ‘Waste Time’ because you’ll never be young again! In line with its ideology, JWT has conceptualised another campaign for Helix, the youth brand from Timex Group, named Helix-Waste Time.

While the youth fashion brand Fastrack believes in the philosophy of ‘Move On’, Helix has put a contradiction to the philosophy. Which philosophy will young India follow?

Vinit Kapahi, Head of Marketing, Timex India said, “We didn’t want to preach to the youth and instead felt the best way to be one of them is to share their insider view on what being young is. What an older generation considers a waste of time, is actually a really fertile way for the youth to just be… because the most imaginative, interesting and creative ideas about their lives are born when it ‘appears’ that they are doing nothing.”

“The campaign celebrates the wonderful reality of the young – that they are poor in terms of money but rich in terms of time and experience. Its impact was designed to be disruptive in thought and it will definitely have growing investments as we move forward. We are currently exploring interesting engagement activities with them on campus, college festivals and hangouts such as cinema, etc.,” he further added.

Simeran Bhasin, Marketing Head, Fastrack explained the ‘Move on’ concept. She said, “Move on is not very different from our previous campaign, ‘How many you have’ as the tagline came from multiplicity – the consumer truth being that the youth gets bored of the same thing and the category truth being that you can’t be happy with just one. ‘Move on’ is multiplicity from a different level.”

Commencing with a thematic film and two advertorials, the Helix-Waste Time campaign proceeded by a series of ads and short films showcasing interesting possibilities through which time could be wasted than utilised. The communication conceptualised by JWT was to make Helix, a brand that the youth can own both, in attitude and style.

Speaking on the different concepts of Helix and Fastrack, Harish Bijoor, Brand Expert said, “Both Helix and Fastrack have a position that targets two different sections of youngsters in India. Fastrack targets youngsters that believe in not wasting time and living a fast paced life, whereas the other sect of young India, whom I would call the ‘chillax sect’, is targeted by Helix. This sect believes that life is too fast paced and they need time to relax and take it easy on life. Both of the brands are on contrast views and share a space in the market.”

The Helix-Waste Time campaign was flagged off in the first week of June so that college students could engage in fun-filled activities in their summer vacation. The campaign is supported actively by digital media through a live Helix India Facebook page and its web store.

Speaking about the idea of the campaign, Atika Malik, Senior VP and Executive Planning Director, JWT said, “The campaign idea is truly provocative for a watch brand. We are planning to extend the campaign to other media including outdoor, on-ground and other touch points for the college-goers in the rest of the year. This is the first thematic campaign on Helix which launches the thought of ‘Waste Time’ and young consumers have responded really favourably to the boldness of a liberating brand thought.”

Credits for Helix-Waste Time campaign

Bobby Pawar: Chief Creative officer
Swati Bhattacharya: National Creative Director
Anupama Ramaswamy, Simran Sahni: Sr. Creative Directors
Bharat Sikka: Director

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