Just In Time launches ‘Watching Out For You’ campaign with Ayushmann

MUMBAI: Time is ticking, but Just In Time wants shoppers to take a little longer before picking what goes on their wrist.

The watch retailer has launched its new campaign, ‘Watching Out For You’, featuring actor and brand ambassador Ayushmann Khurrana. The campaign shifts the focus from simply buying a watch to finding a timepiece that matches a consumer’s style, personality, occasion and individual preferences.

Two films form the campaign. The first explores the personal factors that can influence a watch purchase, while the second turns the spotlight on Just In Time’s retail reach, showcasing its online and offline presence across India.

The retailer’s proposition comes with a sizeable catalogue. Just In Time said it offers more than 50 global brands and over 10,000 styles across luxury, premium and smartwatch categories. Its physical network spans more than 100 stores in India, alongside its online platform.

For the brand, the campaign represents a shift from offering sheer choice to helping consumers navigate it. Founder and Managing Director Raju Chheda said the company’s focus since 2006 has been making watches more accessible and relevant to Indian consumers.

CEO Ronak Shah described watch selection as an expression of style, personality and individuality, with the campaign using Khurrana to explore the different ways consumers connect with what they wear on their wrists.

Khurrana, meanwhile, said a watch can become part of everyday life rather than simply an accessory, whether it is worn to work, celebrations or while travelling. The campaign, he added, is about finding a watch that feels as though it belongs to the wearer.

The two films are being distributed across Just In Time’s digital and social media channels, with the campaign also extending into its retail network. For a category where minutes and seconds are the selling point, the campaign is betting that the choice itself deserves a more personal look.