Fastrack names Vijay Devarakonda as brand ambassador

Watch brand Fastrack has named actor and producer Vijay Devarakonda as its new brand ambassador to harness his popularity and connect with Indian youth. In his new role, Devarakonda will star in Fastrack’s new fashion focused campaign ‘Be Both’.

“With this brand campaign, Fastrack has thrown a spotlight on the contradictions that define the lives of the youth and are integral to the way they express themselves,” said Fastrack’s head of marketing and product Ajay Maurya in a press release on August 31. “‘BeBoth’ hails this aspect of the youth’s lifestyle, making the brand a part of their fashion expression. We are thrilled to partner with the talented trendsetter, Vijay Devarakonda who brings authenticity, versatility, and a lot of style to the campaign, making him the perfect ambassador to represent Fastrack’s new brand ethos.” 
 
The campaign film shows Devarakonda showcase dual aspects of his style personality at once through a split-screen effect. Modelling styles titled ‘Subtly Dramatic’ and ‘Seriously Playful’, Devarakonda presents the new Fastrack Be Both line. 

“I am really kicked about this collaboration with Fastrack,” said Vijay Devarakonda. “The brand has always picked up the most interesting insights about the youth and continues to do so with this campaign. ‘Be Both’ with its message of celebrating the contradictions in one’s personality and choices resonates very strongly with me. I am particularly excited about the fashionable creative expression that has been given to this unique observation.” ​
 
Fastrack’s Be Both collection features 15 watches and is priced from Rs 2,995 to Rs 9,995. The collection features designs for both men and women and has launched at Fastrack and Titan World stores as well as online. 
 
“Our digital-first campaign is the voice of the youth of today,” said Mullen Lintas’ chief creative officer Ram Cobain.“For the Zillennials, an oxymoron is a muse. And contradictions are to be embraced as a reflection of who they are. They can be attention-seeking introverts, spiritual atheists…it’s like they’re living two lives at once. #BeBoth is Fastrack wearing pop culture on its swanky sleeves, signalling a pivot into fashion-first conversations with its trademark swagger intact.”