Upload

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

Prasanna Sankhé Prasanna Sankhé·8 videos
32
25,660
Like     Dislike 8

Sign in to YouTube

Sign in with your Google Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to like Prasanna Sankhé's video.

Sign in to YouTube

Sign in with your Google Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to dislike Prasanna Sankhé's video.

Sign in to YouTube

Sign in with your Google Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to add Prasanna Sankhé's video to your playlist.

Uploaded on Feb 10, 2012

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

Loading icon Loading...

Loading icon Loading...

Loading icon Loading...

Loading icon Loading...

Ratings have been disabled for this video.
Rating is available when the video has been rented.
This feature is not available right now. Please try again later.

Uploader Comments (Prasanna Sankhé)

  • Prasanna Sankhé

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

    

    ·

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate Prasanna Sankhé's comment.

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate Prasanna Sankhé's comment.

All Comments (12)

Sign in now to post a comment!
  • E143100

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

    ·

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate E143100's comment.

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate E143100's comment.
  • AbhisshekTube

    how much it costs

    ·

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate AbhisshekTube's comment.

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate AbhisshekTube's comment.
    in reply to Prasanna Sankhé (Show the comment)
  • AbhisshekTube

    hahahahahahahahahahahahahahaha­hahahahahahahahaha  cound not agree more

    ·

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate AbhisshekTube's comment.

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate AbhisshekTube's comment.
  • TristanMorgana

    I want one :)

    ·

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate TristanMorgana's comment.

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate TristanMorgana's comment.
  • iheadulkwaffles

    I want one!

    ·

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate iheadulkwaffles's comment.

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate iheadulkwaffles's comment.
  • caitstr

    Love!

    ·

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate caitstr's comment.

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate caitstr's comment.
  • GigawingsVideo

    This watch also works for Indonesian too :p

    ·

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate GigawingsVideo's comment.

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate GigawingsVideo's comment.
  • Prasanna Sankhé

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

    ·

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate Prasanna Sankhé's comment.

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate Prasanna Sankhé's comment.
    in reply to Sudhir Das (Show the comment)
  • pranjal choudhary

    superb :)

    ·

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate pranjal choudhary's comment.

    Sign in to YouTube

    Sign in with your YouTube Account (YouTube, Google+, Gmail, Orkut, Picasa, or Chrome) to rate pranjal choudhary's comment.
  • Loading comment...
Loading...
Advertisement
Loading...
Working...
Sign in to add this to Watch Later