Ad Campaigns
Timex and actor Ananya Panday urge people to ‘Waste More Time’
Mumbai: Timex, a global pioneer and disruptor in the watchmaking industry, is inverting the notion of investing time by wasting it with their latest campaign, ‘Waste More Time’ with the stunning Ananya Pandey. In a world where every moment seems accounted for, they champion the idea that time wasted on finding the freedom to be yourself is time well spent, even if others deem it as a total waste.
Ananya Panday perfectly embodies the spirit of this campaign. Her passion for life, relatability and chic yet cool style make her the perfect choice for the face of the brand. Starting October 2023, Timex, along with the actress, is set to reach its diverse consumers through campaigns, content, events and the Ananya charm.
The Timex “Waste More Time” campaign with Ananya is not just about telling time; it’s about living time. Ananya Panday in the campaign film is seen enjoying every moment of life be it twinning with your pet, playing with books or just talking to plants. Timex keeps the time so you can forget while doing just anything that’s worth wasting more time over.
Ananya Panday, commenting on her latest association with Timex, said “I had so much fun shooting for the ‘Waste More Time’ campaign, a message so unique and so striking. I could connect to it immediately. In a world that often demands us to be busy all the time, Timex reminds us that doing what makes us truly happy is never a waste. I am thrilled to be associated with Timex.”
Timex India managing director Deepak Chhabra shared his pleasure announcing the campaign, “We are excited to have Ananya Panday as the face of the campaign. Her personality and the appeal she has among audiences of all ages is commendable. It was a sheer joy to work with her on the campaign and we couldn’t have found a better partner who is quirky yet calm in her own unique way and resonates with the brand. Together with Ananya and the Waste More Time campaign, we hope to strike a chord with our consumers who appreciate honesty in brands and to reinforce the fashion and lifestyle imagery of the brand.”
Let Timex on your wrist be a reminder to embrace the balance to the hustle, bring calm to the chaos and find peace within by seeking unrushed fulfilment. So go ahead and stay up a little later, watch the next episode, take the scenic route, and forget about that annoying reminder; because Timex believes that when you are genuinely enjoying what you are doing, it is not wasting time—it is living.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
