Helix: Waste Time

Kamakshi Thareja and Deepa Mhatre

Campaign details

Brand owner: Timex Group India
Agency: JWT India
Brand: Helix
Country: India
Channels used: Cinema, Internet - microsites, widgets, Newspapers, Online video, Outdoor, out-of-home, Social media
Media 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 of the conflict between the two generations – Indian parents who believe that hard work and only hard work is the foundation of success versus a young generation in modern day India, the smart generation that believes that hard work can only put you in a never-ending rat race.