‘Waste more time’
Timex claims that consumers can invest time by wasting it with their latest campaign, ‘Waste More Time’ with Bollywood actress Ananya Pandey.
Their new campaign is not just about telling time; it’s also about living time. In a world where every moment is accounted for, Timex champions the belief that if time is “wasted” on doing things you love or finding the freedom to be yourself, it’s time well-spent.
Timex first attempted to provoke curiosity by asking their followers to guess who’s joining them on their campaign with the hashtag #StayTuned.
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Soon, they entertained their followers with another post and a grand reveal, showcasing their collaboration with Ananya Pandey with the caption, “Ananya Panday is all set to make time-wasting an art! Let’s embrace the joy of slowing down and, together, let’s #WasteMoreTime”.
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Finally, Timex and launched their campaign with Ananya, with the caption, “While everyone these days seems to be in a race against time, @Timex.India wants you to #WasteMoreTime. If something makes you happy, it’s not wasting time-It’s living! So what better occasion than the festive season to stop counting your time, and make it count for the things that really matter.”
In the campaign, Ananya is seen enjoying every moment of life, be it twinning with your pet, playing with books or just talking to plant. By the end of it, she has “wasted” 1 hour, 17 minutes and 9 seconds, but as the campaign says, it was worth it.
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Deepak Chhabra, Managing Director, Timex India, stated, “We are excited to have Ananya Panday as the face of the campaign. Her personality and the appeal she has among audiences of all ages is commendable. It was a sheer joy to work with her on the campaign and we couldn’t have found a better partner who is quirky yet calm in her own unique way and resonates with the brand. Together with Ananya and the Waste More Time campaign, we hope to strike a chord with our consumers who appreciate honesty in brands and to reinforce the fashion and lifestyle imagery of the brand.”
Ananya Panday, commented on her latest association with Timex: “I had so much fun shooting for the ‘Waste More Time’ campaign, a message so unique and so striking. I could connect to it immediately. In a world that often demands us to be busy all the time, Timex reminds us that doing what makes us truly happy is never a waste. I am thrilled to be associated with Timex.”
In today’s day and age, with an emphasis on productivity and bustling grind culture, Timex’s new campaign is fresh, innovative and heartwarming.
