Bollywood Hungama

Arjun Kapoor takes on new creative role with London Fog watches; to co-create limited-edition collection

Arjun Kapoor is adding a new dimension to his association with the fashion and lifestyle space. The actor has been announced as the face of London Fog watches and its co-Creative Director for Watches as part of a long-term partnership. Beyond featuring in the brands campaigns, Kapoor will work closely with its team on product design, creative direction and consumer initiatives. A key highlight of the association will be a limited-edition watch collection co-created by Kapoor. The actor will contribute to its design direction, styling and overall aesthetic, bringing elements of his personal style to the brands established design sensibility. The collaboration is aimed at translating his creative involvement into a distinct product offering rather than limiting his role to a conventional celebrity endorsement. Speaking about the partnership, Arjun Kapoor said, I have always believed that personal style comes down to the details you choose to make your own. A watch is one of those details. What appealed to me about London Fog Watches was the brand's classic design DNA and the opportunity to contribute to its products and creative direction, alongside how it connects with consumers, said Arjun Kapoor, adding, As Co-Creative Director for Watches, I look forward to bringing my personal aesthetic into the brand while staying connected to what London Fog Watches stands for. The limited-edition collection is an opportunity to translate that approach into something distinctive, considered and true to my style. The partnership will also see Kapoor participate in initiatives designed to bring consumers closer to the brand and its products. He will feature in a wider campaign spanning digital and social platforms, retail spaces and other consumer touchpoints. Ujjval Saraf, CEO and Founder of Brandzstorm India Marketing Pvt. Ltd., said the intention was to build an association that gave Kapoor a meaningful role in shaping the brand. We wanted this to be a partnership where Arjun Kapoor plays a meaningful role in shaping the brand, extending beyond a conventional celebrity association. His understanding of style, culture and the contemporary Indian consumer brings a valuable perspective to our creative and product direction, said Ujjval Saraf, CEO & Founder, Brandzstorm India Marketing Pvt. Ltd, adding, His role as Co-Creative Director for Watches reflects our intent to bring that perspective into the products we develop and the way we connect with consumers. Our focus is to build London Fog Watches into a distinctive and aspirational brand in India, with a proposition that is relevant to how consumers shop, dress and express their individual style today. London Fog Watches is owned by Iconix India, a joint venture between Iconix International and Reliance Brands. Brandzstorm India Marketing is the brand's partner in India and will lead the association. The partnership forms part of the brand's plans to expand its presence across digital platforms, modern retail and e-commerce channels. Also Read: Rakul Preet Singh and Arjun Kapoor praise Luv Ranjans Pehla Pyaar Doosri Baar, call it a nostalgic and emotional ride