Specta Quartz Surfaces teams up with Jim Sarbh for new quartz campaign

Mumbai: Quartz is getting a new role, and this time it is not just keeping time.

Specta Quartz Surfaces has partnered with actor Jim Sarbh for a new campaign that draws a connection between the precision of quartz in watchmaking and its use in engineered surfaces.

The campaign aims to turn the spotlight on quartz as a material rather than simply a familiar word. It builds on the ongoing cultural interest around watchmaking, using Sarbh’s association with the category as a starting point to introduce audiences to the role quartz plays in contemporary surfaces.

At the centre of the campaign is a voice-over-led film featuring Sarbh. The narrative moves between two seemingly different worlds, time and space, to explain how the same foundational material associated with precision in timekeeping is also integral to Specta’s engineered surfaces.

The campaign seeks to build awareness around the word “quartz” while strengthening Specta’s positioning as a specialist in the material. By tapping into a conversation already attracting public attention, the brand aims to combine category education with a more distinctive storytelling approach.

“Quartz is a word people encounter often, but rarely pause to understand. Our ambition was to turn that familiarity into curiosity, and that curiosity into recognition for Specta,” said Schbang executive vice president, integrated solutions, Afshaad Kelawaala.

She added that Sarbh’s involvement helped connect precision in timekeeping with precision in surface-making in a way that is contemporary and culturally relevant.

Through the campaign, Specta is looking to make material innovation more accessible to consumers while positioning quartz as a material associated with precision, performance and enduring design.

The campaign ultimately asks audiences to look at a familiar material differently, moving quartz from something they recognise to something they understand.