Timex Group India was looking to expand its footprint across tier-II markets. It launched its new TMX range of watches, an affordable gifting choice for consumers combined with 100 new point-of-sale stores across the country.
Keeping in mind that celebrations and weddings are a big part of people’s lives across India; especially in the tier-II geographies, where the community comes together to revel in the festivities. TMX decided to associate the brand with a real wedding- creating a digital film to showcase the emotions of the audience through its campaign, Khushiyon Ki Ghadi- Moments of Happiness experienced during a wedding.
Phase 1: The wedding rehearsal - We began with a series of social media posts, each talking about an element of the quintessential Indian wedding, reinforcing the #KhushiyonKiGhadi messaging.
Phase 2: The wedding and the reception - On a shoestring budget, we managed to film an actual wedding, replete with genuine happy moments and authentic emotions of the family. For the voiceover, we also penned an evocative poem to tell the tale of two families coming together to celebrate joy in its purest form.
Phase 3: A relationship begins - To connect with a wider audience, the story of the film was amplified on online portals like Brand Equity, Best Media Info, AFAQS, E4M etc.
The film performed extremely well in the states of Rajasthan, Uttar Pradesh and Bihar, making an impact on the desired target audience. Distributors reported positive response from the market, and the brand saw 100% spike in average monthly sales during the Indian wedding season (November – February) reaffirming people’s preference for TMX watches as a wedding gift.
TMX achieved 33.33% more sales than targeted, within 6 months of the campaign launch. The campaign generated 5.3 million views against a target of 4 million. It garnered 6.1M reach with an engagement of 521K against a target of 300K.
(Certificate of Excellence: Social Media Campaign)