Ranveer Singh and Fastrack urge the youth to break IST expectations

Fastrack has announced the appointment of actor Ranveer Singh as brand ambassador for its 'Smart' range and rolled out a film featuring the actor.

 

With the appointment of Singh, Fastrack Smart aims to become India's largest fashion-tech brand.

 

The campaign has been conceptualised by Leo Burnett and consists of a film which urges individuals to embrace themselves instead of following the constant pressure of society. It features an 'Indian Standard Time' clock which symbolises the societal expectations set regarding the right time to graduate, start a family, and embrace adulthood. Singh urges viewers to break them.

 

Ravi Kuppuraj, COO, Smart Wearables, Titan Company, said, “With the shared exuberance and fearless fashion approach, this partnership with Ranveer Singh brings a new level of dynamism into our brand. His unique and one of a kind infectious social energy and trendsetting style resonate with the campaign 'follow yourself' and align the aspirations of Fastrack Smart and its target audience. I feel it is a dynamic fusion of style, technology, and charisma, promising an exhilarating journey for fashion-forward Indian consumers embracing the future with flair.”

 

Vikram Pandey, national creative director, Leo Burnett India, said, “Indian society looks at the clock and doesn’t just see time, but also a ticking countdown to get things done by. From getting back home before 7pm to settling down before 26, there’s a ‘right time’ for everything. Fastrack Smart speaks for today’s generation by saying that your time is yours alone and there’s no need to follow society’s dictat when you can just follow yourself. Superstar Ranveer Singh has carved a place for himself by following his own heart and having him as the face of the campaign stepping up against the Indian Standard Timeline is a combination right on the dial."