Fastrack has launched its latest campaign, Gelato Maxxing, featuring brand ambassador Siddhant Chaturvedi. The campaign draws on the growing 'maxxing' trend, which refers to consumers embracing their interests and hobbies as part of their identity.

Alongside the campaign, the brand has introduced the Gelato Collection, a range of watches inspired by the colours and textures associated with gelato. The collection includes 20 SKUs across five styles for men and women, featuring pastel shades, textured dials and design elements inspired by waffle cones and dessert toppings.

“Never Same, Never Sane has always been about celebrating individuality and encouraging young people to express themselves without holding back. Young consumers today don't separate what they wear from what they eat, where they hang out or what they post - it's all part of one continuous identity.

Gelato Maxxing is our interpretation of that cultural shift, turning a familiar obsession into a campaign and collection that feels playful, expressive, and unmistakably Fastrack. A watch launch that ends at the watch is a missed opportunity," said Danny Jacob, head of Marketing, Fastrack Watches.

As part of the campaign, Fastrack has partnered with Bengaluru-based gelato brand Milano to launch the Fastrack x Milano Gelato Truck. The truck will visit Fastrack stores, colleges, malls and IT parks across Bengaluru as part of the campaign's on-ground activation.

The collaboration also includes two limited-edition gelato flavours: Strawberry Matcha and Hazelnut Chocolate, which will be available through the Fastrack × Milano Gelato Truck, Milano's eight Bengaluru stores, and on Swiggy and Zomato for a limited period.

The Milano team added: "Fastrack has long been a brand that understands and shapes youth culture, making this collaboration a natural fit. By combining exclusive flavours with an on-ground experience, we wanted to create a fun and innovative way for consumers to experience, share and celebrate both brands," says the Milano team.

The campaign film featuring Siddhant Chaturvedi is live across the brand's digital and social media platforms.