The coverage in the online space for the ‘Indian Stretchable Time’ watch is doubly enjoyable because its a concept rooted in an insight and its from an Indian design team. Loved the promo video too.
In India, ‘fashionably late’ is safely replaced with ‘predictably late’. Cow blockades, politician escorts, and cratered roads, compound the problem and offer a valid excuse. So when you reach half-an-hour after the appointed time, you don’t explain yourself. You wait for the other person to arrive. We used this life insight, and added some dark humour to it.
Knowing the team behind the project it is not surprising to see wit & elegance written all over the concept.