Fastrack has rolled out a campaign, ‘Never Same. Never Sane’, featuring actor Siddhant Chaturvedi.

The campaign comprises a series of three films, with each film set in a different setting. Across an art gallery, a jazz club, and a restaurant, different versions of Chaturvedi occupy the same frame, each with a distinct obsession.

Whether it’s ‘Music Sid’ going head-to-head with ‘Racer Sid’ or ‘Sci-Fi Sid’ navigating an awkward moment with ‘Racer Sid’ by singing Twinkle Twinkle or ‘Wild Sid’ and ‘Sci-Fi Sid’ bickering over a table in a restaurant, the films take us through a series of quick-witted exchanges. And through it all, there’s a watch for each of his identities.

The campaign is built on the insight that today’s generation treats interests as extensions of identity, not just hobbies.

What we think about it: The campaign is fun, and the narrative is playful. While the entertainment factor lands well, the brand integration could have been a little stronger.

Danny Jacob, head - marketing, Fastrack, said, "Our campaign, ‘Never Same, Never Sane’ doesn’t just challenge the idea of multiplicity but takes it further. We’re not saying ‘Be yourself.’ We’re saying, ‘Be whoever you want to be, whenever you want to be, all at once.’ And these films do exactly that. Siddhant brings to life multiple versions of youth today and how they’re disrupting what personal expression and style mean to them. Likewise, our watches are all about this multiplicity. They aren’t just telling time; they’re about telling your story, your mood, your obsession at the moment, something that reflects every version of you - because there’s never just one version of you anymore.”