TIMEX India partners with Yash Raj Films
Announces a campaign in association with YRF’s most awaited movie ‘Sultan’ to encourage fitness in the country
New Delhi – TIMEX, the world’s largest watch manufacturer, announced its association the leader in the Indian entertainment industry Yash Raj Films.
Sleek, tough, and the right amount of grit! For any training condition, Timex Ironman Sleek 150 is the perfect partner for Sultan. Sultan can give his beyond and best only with Timex.
Through the campaign, TIMEX aims to reach out to the audience encouraging them to live an active and fit life with TIMEX’s most successful fitness trackers – The IRONMAN series. TIMEX as a brand has always focused on improving lifestyle through its technologically advanced products, and Timex Ironman Sleek 150 series is one of them. Taking this effort to the next level, TIMEX has chosen one of the most anticipated and awaited movies of the year- Sultan starring Salman Khan and Anushka Sharma!
Produced by Aditya Chopra and written-directed by Ali Abbas Zafar, SULTAN releases this Eid 2016.
As part of this campaign, the company today launched a video that showcases Salman Khan’s journey from Salman to Sultan. The movie’s director Ali Abbas Zafar talks about Salman’s intense training with Timex Ironman Sleek 150 for the movie and how features like stopwatch with 150 Lap Memory, Interval Timer, Target Pacer & Hydration Alerts helped Salman get the Ironman wrestling avatar. Ali Abbas further states Timex Ironman Sleek 150 is an easy-to-use sports watch and is a must have for all the fitness enthusiasts.
Link to the video: http://
Anupam Mathur, Head – Sales and Marketing, Timex Group India Limited said, “We are very excited to be associated with YRF. We saw a beautiful fit with this association given the connect that exists between TIMEX’s focus on fitness and Sultan’s essence. The movie is a perfect fitment for us as it encourages people to have a healthy lifestyle through the main character, Sultan, portrayed by Salman Khan. With the IRONMAN® series we aim to offer our consumers a confluence of future technology and style.
Manan Mehta, VP Marketing & Merchandising, Yash Raj Films said “Since YRF is very particular about merchandising and licensing brand associations, we employ our proprietary evaluation tool – ‘The Co–Aud’ (pronounced ‘The Cord’) for any partnership. We believe the brand’s message which is communicated via our films should be congruent with the marketing message of our content. Its only when we approach the brand’s consumers and the movie’s audience as the same, thus Co–Audience, can we deliver a seamless experience. With Timex, YRF has found a partner who understands this.”
About the IRONMAN series: Timex Ironman Sleek 150 is a combining cutting edge technology with contemporary design, the Timex Ironman Sleek 150-Lap has been developed in conjunction with world-renowned athletes and represents the next generation of elite performance sports watches.
- Lightweight Performance Design
- Easy to use Menu Based System
- TapScreen Technology Controls Stopwatch and Timers
- Stopwatch with 150 Lap Memory, Interval Timer, Target Pacer & Hydration Alerts
- 100 Meter Water Resistance & INDIGLO® Night-Light
About Timex Group: Timex Group designs, manufactures and markets innovative timepieces around the world. Founded in 1854, Timex Group is a privately-held company headquartered in Middlebury, Connecticut with multiple operating units and over 5,000 employees worldwide. As one of the largest watch makers in the world, Timex Group companies produce watches under a number of well-known brands, including Timex, Timex Ironman, Timex Expedition, Nautica, Guess, GC, Salvatore Ferragamo, Versace, Versus and Opex. The Timex brand, launched in 1950, sells millions of watches each year worldwide.