IMEX has built a strongly male association in India. Now the company wants to dispel the impression that women don't figure in its plans in a big way. TIMEX, which posted its first ever profit in 2004-05, will stick to its sporty image and yet build bridges to the other half. To start with, it has sponsored Divya Miglani (who has a number of awards like the Best Novice - JK Tyre National Championship, Best Lady Driver Airtel Rally) for the Raid de Himalaya 2005 rally (Xtreme Category). The rally is being held in the first week of this month.

"Our products seem to have a masculine slant. We chose motor rally as it is a dynamic and outdoor sport which fits in with one of our core brand propositions," says Salil Sadanandan, vice president, marketing, TIMEX Watches. The company will sponsor Miglani's expenses including the modification cost for the vehicle, team expenses and registration. This is the first time that the brand has associated itself with motor sport. ... more