MAM
Timex ‘Life is Ticking’ campaign kicks off next month
CONNECTICUT: Watch manufacturer Timex Corporation has announced the launch of a global advertising campaign with a newly developed tagline, “Life is Ticking”.
The campaign was created by Kirshenbaum Bond & Partners, New York.
It includes print, online and cinema advertising executions and will appear from next month. Explaining the strategy, Timex’s senior marketing vice president Mark Shuster was quoted in an official release, as saying, “Over time, Timex has built one of the most innovative and well-designed product lines in the industry. And now we are redirecting all of our marketing efforts to let the world know it. With this new campaign, we are firing the first salvo in the battle to capture attention and — more importantly — change perceptions.”
“Life is Ticking” is a modern evolution of the tag “It takes a licking and keeps on ticking”. The release adds that the new tagline gives a respectful nod to the old while sending the message that Timex is a contemporary and relevant brand.
The bold, simplistic and graphic “Life is Ticking” print campaign leverages wry visual humour and subtle product hints paired with minimal copy. The release says, the ad allows consumers to make the connection between Timex’s innovative product attributes and their implication in everyday life. Each visual execution depicts a slightly exaggerated real world “problem”, in which Timex product offers the solution.
For example, one ad shows two pairs of legs peeking out from under tangled blankets in a dark bedroom. A Timex watch sits underneath the photo. The copy reads “Indiglo Night Light”, — highlighting Timex’s watch illumination technology.
The campaign aims at demonstrating how Timex helps one to make the most out of time, and the most out of life. For instance, instead of showing a guy with a Timex digital compass in the woods, the ads show how a Timex can help in finding your way through the sameness of suburbia, states the release.
Brands
Sapphire Foods FY26 revenue rises to Rs 3,125 crore, posts loss
Q4 revenue at Rs 792 crore, FY26 loss at Rs 32 crore amid cost pressures.
MUMBAI: If growth is on the menu, profitability seems to have taken a brief detour. Sapphire Foods India reported a steady rise in topline for FY26, even as rising costs weighed on profitability. Revenue from operations grew to Rs 3,125 crore for the year ended March 31, 2026, up from Rs 2,882 crore in FY25. However, the company swung to a loss, reporting a net loss of Rs 32 crore for FY26, compared to a profit of Rs 17 crore in the previous year. Total income for the year stood at Rs 3,153 crore, while total expenses climbed to Rs 3,167 crore, reflecting pressure across key cost heads.
In the March quarter, revenue came in at Rs 792 crore, compared to Rs 711 crore in the same period last year. The company reported a quarterly net loss of Rs 13 crore, against a profit of Rs 2 crore a year earlier.
Cost pressures remained visible across operations. Material costs rose to Rs 995 crore for FY26, while employee expenses increased to Rs 428 crore. Other expenses, the largest component, stood at Rs 1,229 crore, underscoring the impact of store operations and expansion-related spends.
Depreciation and amortisation expenses also climbed to Rs 392 crore for the year, reflecting continued investments in store infrastructure and growth.
At the operating level, the company reported a loss before tax of Rs 37 crore for FY26, compared to a profit of Rs 23 crore in FY25. Exceptional items added Rs 24 crore to the cost burden during the year.
On the balance sheet, total assets rose to Rs 3,256 crore as of March 31, 2026, up from Rs 3,041 crore a year earlier, indicating ongoing expansion. Net worth stood at Rs 1,389 crore.
Despite profitability pressures, operating cash flow remained resilient at Rs 507 crore, highlighting underlying business strength and demand stability.
The numbers paint a familiar picture in the quick-service restaurant space, growth continues to be served hot, but margins are still finding their footing.
