Timex partners with Ananya Panday for new campaign

American watch brand Timex has partnered with Bollywood celebrity Ananya Panday to launch a new digital brand film titled ‘Waste More Time’. The video and accompanying global campaign promote taking time to oneself and embracing analog life.

“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,” said Timex India’s managing director Deepak Chhabra in a press release. “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.”
 
The digital film is the third instalment of Timex’s Waste More Time concept. Brand ambassador Panday encourages the viewer to take the time to do things they love, even if other people see that as a waste of time.
 
“I’m really excited about this third campaign collaboration with Timex,” said Ananya Panday. “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.”  
 
Timex Group India Limited is part of US-based business Timex Group, which is headquartered in Middlebury, Connecticut. The business counts over 3,000 employees worldwide along with multiple operating units. In India, the business also retails a range of licensed brands including Versace, Guess, Philip Plein, Ferragamo, Nautica, and Ted Baker among others and operates over 40 exclusive franchise stores under the umbrella of Just Watches and Timex World.