TAG Heuer’s new brand Campaign ‘Don’t Crack Under Pressure’ was unveiled by its recently announced Brand Ambassador Ranbir Kapoor at the Buddh International Circuit, New Delhi.
Through this new campaign, TAG Heuer demonstrates its striking attitude, ready to take on bold challenges. The ‘Don’t Crack Under Pressure’ claim enlightens the mental strength of the Dream Team, athletes and partners, who reflect the values of the TAG Heuer shield. Each builds on the legend in their particular field, reinventing the rules as they go: Cristiano Ronaldo the perfectionist, Maria Sharapova the irresistible, Shah Rukh Khan the King of Bollywood, Steve McQueen the blue-eyed King of Cool, Ranbir Kapoor the Bollywood heartthrob, McLaren F1 & GT the masters of speed, and Formula Electric the innovators.
“TAG Heuer is best known for pushing boundaries: harnessing mental fortitude to overcome technology restraints and deliver ground breaking innovation. Don’t Crack Under Pressure is therefore not just a claim, it is a powerful mindset. A truth that is exhibited in the daring watches and chronographs produced by TAG Heuer,” said Amit Chaloo, General Manager - LVMH Watch and Jewellery.
The brand’s deep connect with motorsports was seen on the Buddh International Circuit in New Delhi, which was festooned with banners sporting the TAG Heuer shield as a tag along with tyre marks and #DontCrackUnderPressure graffiti everywhere. The audience witnessed a performance by cheerleaders on the Pit lane followed by gravity defying stunts by professional drivers on the racetrack, totally aligned with the TAG Heuer way. The highlight of the evening was the launch of TAG Heuer’s new brand ambassador Ranbir Kapoor who made an airborne arrival on the race track in a Paramotor truly living the 'Don't crack under pressure' mindset. Post his arrival on the track, he met a few TAG Heuer customers and unveiled his ‘Don’t crack under pressure’ AD visual on the racetrack.
The event was attended by media, winners of TAG Heuer’s Facebook contest and selected customers.
Speaking at the occasion, Brand Ambassador Ranbir Kapoor said, “I am very excited to be a part of the TAG Heuer family; it has always been one of my dreams. The new ad Campaign ‘Don’t Crack under Pressure’ is pretty much the headspace of today’s generation. I can closely relate to this motto as it focusses on how you deal with life, how you approach your work and in the end, what you deliver. I am honoured to be associated with such an iconic and dynamic brand.”
“Don’t Crack Under Pressure asserts the powerful truth that achievement is due as much to mental strength as it is to physical capabilities and by arriving from the sky in a Paramotor, Ranbir exemplified the same today. He took on the challenge of performing this stunt himself, absolutely not afraid by the pressure it represented,” explained Puneet Sewra, Marketing Director - TAG Heuer “We are happy to have Ranbir Kapoor as a part of the TAG Heuer family as he truly shares the Don’t Crack Under Pressure mindset.”