Mumbai : The watch store, Helios, takes a different approach to Valentine's Day with its all-new campaign, #LoveEarth. Valentine's Day, traditionally celebrated as a day to express love and affection between partners, parents, or siblings, takes on a whole new meaning with this campaign.

The deterioration of environmental health, climate variability, and waste management are at the heart of the plethora of issues that plague our current and future generations. A holistic approach to sustainability and sustainable practises is not only urgent, but also the only way to demonstrate our concern... and celebrate our love for Mother Earth.

The campaign will see Helios stores in Bengaluru display a curated selection of environmentally friendly watches from international brands such as Seiko, Anne Klein, Armani Exchange, Skagen, Citizen, Fossil, Titan, and others.

In keeping with the #LoveEarth movement, Helios stores in Bengaluru will transition from plastic to eco-friendly paper bags.

To round off this unique initiative, few budding artists have been commissioned to create 'art from trash'. Sun boards from previous campaigns were used to build the canvas, and eco-friendly paints were used to create the visual art, which was collected from Helios stores throughout the city. Each of these works will be displayed as installations at the Titan Corporate Office and in Helios stores in Bengaluru's Indiranagar, Jayanagar, and Koramangala districts. Titan Company's MD, C.K Venkataraman, unveiled the artwork in Jayanagar and took part in the installation at the corporate office.

These installations convey a common message: while elements of nature come in various shapes, colours, and sizes, they look more beautiful when they come together, symbolising what we can all achieve by working together to make Earth a beautiful place.

Speaking about the campaign, Titan Company Limited watches and wearables retail head Ajay Dwivedi,  said “The past two years have forced us to revisit our priorities and reinforce commitment to our only forever, Earth.  Love Earth is our distinct take on Valentine’s Day. It is an attempt to create awareness on the importance of giving back to the planet and celebrating the spirit of the season with renewed love. This is in line with Helios’s vision of creating elevated experiences for stakeholders and significantly impacting the world we work in.” 

#LoveEarth will be launched on the occasion of Valentine’s Day and will be an ongoing part of our pledge towards sustainability.