Ad Campaigns
Timex and Ananya Panday are back having fun, balancing work with play
Mumbai: Timex, the American watch brand, launched the latest iteration of their ‘Waste More Time’ campaign featuring brand Ambassador, Ananya Panday. The global campaign encourages people to forget the hustle and bustle and reconnect with themselves by spending more time doing what they love most, even if others view it as a total waste of time. The third digital film of the campaign reinforces that a Timex does more than just tell time; it tells your story and reminds you to make time for yours.
The latest rendition of the campaign once again puts the spotlight on Ananya Panday, who’s seen happily gliding around her bookshelf, picking up books and seemingly immersed in work. The ad then takes a turn, showing the unique take of wasting time to do things that bring joy with Ananya balancing books on her head while breaking into a groovy dance!
Ananya balances work and play by indulging in the concept of Waste More Time with Timex! This campaign represents a delightful departure from the ordinary, encouraging individuals to pursue their passions without fear of judgement and to embrace the analog life fully by slowing down and living in the moment.
Timex India managing director Deepak Chhabra shared his views about the latest campaign, “The success of the ‘Waste More Time’ campaign —which celebrates the idea of investing time in yourself and realising that is indeed time well spent — is evident through the love our consumers have been showering on Timex. The iconic brand, now in its 170th year, continues to regale consumers with its timeless designs and its belief in the importance of doing more of what brings you joy.”
Actor and brand ambassador Ananya Panday shares her experience, “I’m really excited about this third campaign collaboration with Timex. This is not just a campaign, it’s a way of life and I see myself more aligned to life’s little joys, no holds barred. Here’s to those who live life on their own terms — let Timex be a reminder to Waste More Time.”
The launch of Timex’s third Waste More Time film is a significant milestone for the brand. The brand consistently explores new boundaries in innovation and style, appealing to everyone who values fashion. The film is now available to view on Timex’s official website and social media channels.
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.
