Helix: Waste Time

This case study explains how Helix wristwatches took a counterintuitive stance and told young India to 'Waste time - because you will never be young again'.

Helix: Waste Time

Kamakshi Thareja and Deepa Mhatre

Campaign details

Brand owner: Timex Group IndiaAgency: JWT IndiaBrand: HelixCountry: IndiaChannels used: Cinema, Internet - microsites, widgets, Newspapers, Online video, Outdoor, out-of-home, Social mediaMedia budget: Up to 500k

Executive summary

Waste time because you will never be young again!

How did Helix get youngsters with limited wallets and limitless time to realize the importance of time?

Did it need to take on a giant to establish itself or was there room enough for both to thrive?

Time was at the centre...

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