Summary:
- Campaign Name: “The Time Is Now”
- Product: Timepieces for festive gifting
- Target Audience: Consumers in India during the festive season
- Goal: Position Rado watches as enduring gifts that celebrate the significance of the present moment and become a part of personal stories
- Key Element: The romantic reunion of brand ambassadors Hrithik Roshan and Katrina Kaif
- Featured Watches: The Captain Cook High-Tech Ceramic Chronograph (worn by Hrithik) and the Centrix Diamonds (worn by Katrina)
- Launch: Ahead of the festive season in India
A Timeless Reunion: Celebrating the Present
Rado launched its latest campaign, “The Time Is Now,” to capture the spirit of India’s festive season. The ad unites brand ambassadors Hrithik Roshan and Katrina Kaif, a duo known for their compelling on-screen partnership. The campaign moves past simple product display and tells a story about the profound act of giving and the value of a single, cherished moment.
The ad’s narrative centers on a heartfelt exchange: Hrithik surprises Katrina with a Rado timepiece, presenting the gift as a symbolic token of their shared moments. The tagline, “The Time is Now,” reinforces that the most luxurious thing you can possess isn’t a watch, but the precious time you have together. This narrative departs from conventional advertising by opting for an emotional appeal that deeply resonates with India’s gifting culture.
Craftsmanship and Sentiment: The Featured Watches
The campaign’s two watches reflect each star’s persona. Hrithik Roshan wears the Captain Cook High-Tech Ceramic Chronograph, which Rado describes as a balance of “sporty yet refined, bold yet effortless.” The timepiece features a matte black high-tech ceramic case with polished rose gold accents, embodying both precision engineering and sophisticated design.
Meanwhile, Katrina Kaif showcases the Centrix Diamonds, an elegant creation adorned with diamonds on the bezel and dial. Rado calls this watch a “poetic study in brilliance and elegance,” as it combines polished rose gold PVD-coated stainless steel and high-tech ceramic links. Katrina’s own quote highlights the watch’s delicate design and quiet power, calling it a “truly luxurious work of art.”
The Viral Controversy: Were they even together?
The ad generated significant buzz but also faced controversy. Many fans and viewers were quick to point out awkward editing and a lack of on-screen chemistry, sparking widespread speculation that Hrithik and Katrina filmed their parts separately. Comments about the ad’s disjointed feel dominated social media conversations.
Some even questioned why a high-profile brand would approve a campaign that appeared to have been shot in two different locations. This unexpected turn added a layer of viral conversation to the campaign, proving that in today’s digital age, even a small inconsistency can become a major talking point.
