Fastrack has rolled out a campaign, 'Just One', featuring actor Siddhant Chaturvedi to spotlight its Gelato collection, a lineup inspired by frozen treats.

The campaign comprises an ad film. It opens on an ad shoot where the director briefs Chaturvedi with a simple set of instructions: wear the new watch collection, deliver his line, and take a bite of the gelato. Instead, Chaturvedi takes the concept in an absurdly over-the-top direction. He starts lifting weights with the gelato, tells the production crew to keep the cameras rolling, breaks into dance and rap, and stacks three watches from the new collection on each wrist, fully embracing the campaign's 'Gelato Maxing' spirit. The film concludes with the tagline: Never same. Never sane.

What we think about it: Despite Siddhant Chaturvedi's screen presence, the film feels like a string of Gen Z internet trends stitched together. If that is the audience they were going for, they hit the spot. However, the spectacle overshadows the product, making the campaign easy to watch but just as easy to forget.

The campaign was released on YouTube and Instagram on 2 July.