If you’ve ever picked your outfit based on what you’re eating that day, Fastrack thinks you’re onto something. The brand’s new campaign, Gelato Maxxing, fronted by Siddhant Chaturvedi, taps into ‘maxxing’ – that very Gen Z habit of letting a random obsession (gelato, in this case) spill into everything you wear, post and do.
The campaign isn’t just a film – it comes with an actual Gelato Collection: 20 watches across five styles, dressed in pastel dial colours, waffle-cone textures and toppings-inspired detailing. Basically, if a scoop of pistachio gelato became a wristwatch, this is what it’d look like.
Danny Jacob, head of marketing at Fastrack, put it simply: today’s youth don’t compartmentalise their identity – what they eat, wear and hang out at is all one vibe. Gelato Maxxing, he says, is Fastrack’s way of turning that blur into something wearable, playful, and unmistakably theirs. “A watch launch that ends at the watch,” he added, “is a missed opportunity.”
Which is why Fastrack didn’t stop at the collection. It’s teamed up with Bengaluru gelato brand Milano for a Fastrack x Milano Gelato Truck, rolling through stores, colleges, malls and IT parks across the city – dishing out two limited-edition flavours, Strawberry Matcha and Hazelnut Chocolate, also available on Swiggy and Zomato.
The campaign film is live now, with the Gelato Collection retailing between Rs 2,695 and Rs 6,695 – proof that in 2026, your dessert order and your wrist game might just be the same personality trait.
