Watch brand Fastrack has launched a new campaign featuring Ananya Panday to promote its new Ruffles collection. Conceived by Lowe Lintas, the campaign film is a high-fashion interpretation of what it means to be a diva among Gen Z.
It shows Panday ruffling some feathers and embracing the spotlight with all the sass of a prima donna, mirroring the youthful charm of Gen Z girls.
The film illustrates examples of what it takes to be a prima donna in today’s world. From dealing with fans that number in millions, to dealing with haters among them, it is interspersed with pleats and folds transforming into watches of beautiful rose gold and pastel shades.
The campaign is live across the brand’s online platforms.
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Ayushman Chiranewala, marketing head, Fastrack, said, “This exciting new film and our stylish product designs aim to change the definition of a typical diva and encourage them to run the show on their own terms and be their authentic self even if it means ruffling some feathers along the way.”
“It has been designed to make a bold statement with a sophisticated and elegant flavour to it. This one is perfect for the girls who revel in the spotlight and don’t care how many feathers they ruffle. I love it and look forward to ruffling the world, together with the divas out there,” Panday added.