Timex launches 'Conversation Starters' campaign; brand ambassador Brett Lee unveils the new collection

New Delhi: Timex Group India Ltd. (Timex) has announced the launch of a new brand campaign ''Conversation Starters from Timex''.

At the same function in the capital today, Timex also unveiled its latest collection in the presence of Australian speed king and Timex brand ambassador, Brett Lee.

Hosted by sports commentator Mandira Bedi, the event was thematically inspired by the campaign concept and saw Timex brand ambassador Brett Lee enact an interesting skit to convey the message.

The new Timex campaign draws from a well-researched consumer insight that a great looking watch often acts as an ice-breaker between two unknown people, even in the most uncommon of situations, with the quintessential compliment ''Hey! Nice watch''.

The new Timex campaign presents a new look and feel of the brand, while re-emphasising its values of international, sporty, techie and fashionable.

The Conversation Starters brand campaign is being promoted with an aggressive 360-degree marketing plan, the most notable element being the new hip and stylized TV commercial directed by Good Morning Films. The campaign will get a boost from an innovative online campaign, select print advertising, eye-catching point of sale material, promotions and other consumer initiatives to complete the 360-degree approach.

Timex's new ''Conversation Starters Collection'' consists of 21 new styles for men, with features and eye-catching designs. Timex says all watches in the collection are conversation starters in their own right. The collection is priced from Rs3000 to Rs10,000, and is available at all Time Factory stores and key multi brand watch outlets across India.

Speaking on the occasion, Kapil Kapoor, senior vice president for the Asia Pacific (APAC) region and managing director of Timex Group India, said,'' Our campaign concept is deeply rooted in a well researched consumer insight and we believe that every Timex watch, with its stylized looks and innovative technology is a conversation starter in its own right. The new collection is an eclectic mix of differentiated watches like the E-Tide-Temp-Compass and the 30-city World Time, which I am confident will appeal to the fashion conscious, tech savvy new age Indian consumer.''

Timex brand ambassador Brett Lee remarked, ''I am delighted to have launched the new Conversation Starters Campaign and Collection as the brand ambassador of Timex. I find the new campaign concept extremely cool and relatable, and the new collection to be very exciting as the watches in it have some amazing features that are sure to start a conversation! The new collection embodies the Timex values of fashion & technology, and is definitely an iconic style statement.''