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
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
