Rado looks at broadening appeal with Hritik; launches HyperChrome collection

 MUMBAI: Swiss watch brand Rado has launched its HyperChrome collection. The company which recently launched its first TVC in India featuring its brand ambassador Hritik Roshan is looking at broader consumer appeal.

32 models are available in the HyperChrome collection priced between $1000 - $4000 to address different consumer price points. The company says that the product represents a step forward in terms of design.

Rado CEO Mathias Breschan said that Roshan was chosen not just because he is stylish but also because he is a credible brand ambassador. "Hritik Roshan is dynamic. He takes risks to innovate and looks to reinvent himself. Rado shares similar attributes. We are convinced that the TVC will help raise Rado's profile. We are looking at the younger generation as well which is why we have got in a sporty look to our collection".

Roshan said that the ad made him look good. "I thought that it would be an easy shoot as this is a watch brand. But I woke up at 5 am and ran for 10 hours. Rado pushes not just its own boundaries itself but also the boundaries of people who work for it. I did somersaults on moving vehicles which I have never done before. In some key shots I when the watch grazes against the metal of automobiles I put in extra effort but nothing happened to the watch. It proved to be resistant. It showed its potential. Success is not about money, fame. It is about time management and finding time to do all the things that you want to do. The product is about perfection. Perfection is hard to find when you are in a sea of mediocrity. Rado stands for perfection".

The ad sees Roshan wake up late for his friends engagement party. Not wanting to let his friend down he rushes for the event. He tests the scratch resistance ability of the watch.a

Latest Reads
Presenting the Vistara Festive Sale with fares starting INR 999 all-in

Vistara, India’s finest full-service carrier, today launched a 24-hours only ‘Festive Sale’ with fares starting at INR 999 all-in. Sale fares are available for all three classes of travel (Economy, Premium Economy, and Business Class) at discounts of up to 80% relative to standard last-minute fares...

MAM Marketing MAM
Lux Golden Rose Awards’ 3rd edition supports #HeForShe campaign

The third edition of the Lux Golden Rose Awards (LGRA) was recently concluded in Mumbai, congregating Bollywood stars to extend their support for UN’s #HeForShe campaign.

MAM Media and Advertising Ad Campaigns
Priority Pass introduces 800+ offers for its Members

Priority Pass, the original and market-leading airport experiences program, has introduced offers, which give Members access to discounts at airports across the world through its app and website.

MAM Marketing MAM
Kalpataru Mandates NeoNiche to Design and Deliver Their Event Marketing Initiatives

NeoNiche Integrated Solutions Pvt. Ltd, a 360-degree experiential marketing agency, recently won the events mandate for Kalpataru Limited. The account was won following a multi-agency pitch.

MAM Marketing MAM
Irdeto and African Wildlife Foundation Join Forces to Hunt Down Wildlife Crime Online

AMSTERDAM: The African Wildlife Foundation (AWF) and Irdeto have partnered to combat poaching and wildlife crimes online. The illegal selling of animal parts is the fourth biggest illicit industry worldwide behind drugs, counterfeit goods and human trafficking. These wildlife crimes not only...

MAM Marketing MAM
Dentsu Webchutney launches new campaign for Platinum Days of Love

Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has launched Platinum Days of Love’s new season’s collection with the campaign #LoveSoRare, a series of 30 digital films inspired by the design story of the collection.

MAM Media and Advertising Ad Campaigns
Renault India’s social experiment to reveal ‘Who are India’s worst drivers’

With the thought to find ‘Who are India’s Worst Drivers?’ Renault India along with its creative agency Law and Kenneth Saatchi and Saatchi recently conducted a social experiment in the streets of Mumbai and New Delhi by monitoring the traffic violations that took place every hour across some key...

MAM Media and Advertising Ad Campaigns
Ipsos India launches TrueFace

Ipsos India has launched TrueFace, an indigenously developed recruitment screening app, for Qualitative research.

MAM Marketing MAM
TAM AdEx reveals print, radio reducing spend on TV

A recent report created by AdEx, a part of TAM Media Research, has revealed how television medium uses others mediums i.e. print and radio for its own advertising and vice versa.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories