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...