Yash Raj Films partners with TIMEX India

TIMEX announces a campaign in association with YRF's upcoming movie 'Sultan'
Yash Raj Films partners with TIMEX India

TIMEX, the world’s largest watch manufacturer has announced its association with Indian entertainment mogul Yash Raj Films. Through the association, TIMEX aims to reach out to the audience encouraging them to live an active and fit life with its 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 movies of the year- Sultan starring Salman Khan and Anushka Sharma to partner with.

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 in the training.

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, Vice President 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.”


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