The ish watch. Indian Stretchable Time: Designed by Hyphen exclusively for Filter.

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.
We simply added a suffix to time periods. And moved the numerals from their classic perpendicular positions, tilting them to an approximate point on the dial. Hence six was not six. Eight was not eight. It was 'six-ish' and 'eight-ish'. Thus was born the 'ish Watch'.
The audience instantly connected with the watch, as it reminded them of the times they had been either the victim or culprit of tardiness. However, as a 'non-punctual' attitude is almost part of the Indian ethos, they bought into the idea and the watch, without delay.

Available at Filter, Kala Ghoda, Mumbai. info@filtershop.in
https://www.facebook.com/Filtershop
https://www.facebook.com/HyphenBrands

Creative Director: Prasanna Sankhe
Designer: Prasanna Sankhe
Writer: Cyrus Daruwala
Photographer: Ashish Vaidya
Music: Ferzad Variyava
Producer: Fabian Fernandes
Editor: Basu
Fabricator: Suresh
Agency coordinator: Jennifer Fernandes

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[Prasanna Sankhé]

If you are looking to buy the watch send a one line email to info@filtershop.in



[E143100]

Great idea - it should really only have an hour hand though!

[AbhisshekTube]

how much it costs

[AbhisshekTube]

hahahahahahahahahahahahahahaha­hahahahahahahahaha  cound not agree more

[TristanMorgana]

I want one :)

[iheadulkwaffles]

I want one!

[caitstr]

Love!

[GigawingsVideo]

This watch also works for Indonesian too :p

[Prasanna Sankhé]

thanks for your feedback :-) will try to take care of that the next time around.

[pranjal choudhary]

superb :)