The essence of this print campaign talks about the new confident generation which focuses on ‘now’, the present moment and believes in living every moment to the fullest. The ad aptly communicates the youth ideology which is ‘I want to spend time exploring and enjoying the present but I am expected to join the rat race to ensure my future is bright when I am already confident that it will be.’
Apart from the refreshing splash of creativity that the Timex Helix ad unleashed, the business outcomes after the launch of this ad have been tremendous. Right after 4 weeks print campaign the brand saw exponential growth in Secondary sales and was recently listed by Business Strategist as one amongst the “Best Launches of 2011” where no other watch brand has been featured.
“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 a visibly elated Mr. V.D. Wadhwa, CEO, Timex Group India Limited after receiving the award.
Helix, the youth brand from Timex Group, is a range of vibrant, free-spirited and unconventional range of watches. The youth watch market which is growing at 15%, but with limited brands that are both trendy and affordable. This presented an opportunity for the iconic, global brand Timex to launch a sub-brand that specifically targeted the college going segment. The communication task was to make Helix a brand that youth can own, both in attitude and style.