Campaigns

Tag Heuer grabs attention with high octane campaign

The brand organised a high-energy performance by cheerleaders at the Buddh International Circuit in New Delhi, followed by gravity defying stunts by professional drivers on the racetrack.

Published

November 12, 2014

Bhawana Anand

Tag Heuer unveiled its new brand campaign ‘Don’t Crack Under Pressure’ along with its new brand ambassador Ranbir Kapoor at the Buddh International Circuit, New Delhi. Through this new campaign, Tag Heuer demonstrates its striking attitude of being 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. According to the brand each of these builds on the legend in their particular field, reinventing the rules as they go. This team includes 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.

Tag Heuer demonstrated its deep connect with motorsports on the Buddh International Circuit in New Delhi. The brand organised a high-energy performance by cheerleaders on the pitlane followed by gravity defying stunts by professional drivers on the racetrack, totally aligned with the Tag Heuer way. To connect with audiences, the brand had launched a Facebook contest and winners were given a chance to drive rally cars for a lap on the Buddh International Circuit.

Speaking at the occasion, brand ambassador Ranbir Kapoor said, “I am very excited to be a part of the Tag Heuer family, since 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.