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 HypoChrome 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.

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