The brand on Wednesday announced a new campaign -- "Don't Hold Back" featuring the actor as their new brand ambassador. To kick start the campaign, the brand along with the actor have worked on a song titled "Don't hold back", written and sung by Ranveer himself.
The strong and snappy lyrics of the song invite listeners to boldly display their true individuality and celebrate the power of inner strength.
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As the name suggests, it stands for a ‘who-gives-a-damn attitude' and is a clear call-to-action for fans, to shun all inhibitions and follow their gut, irrespective of what the world says or of consequences.
"Don't Hold Back' is a strong message that I believe will resonate with the youth of the nation. It's a message that, I believe, echoes the vibe and attitude of our youth; follow your heart, and stop giving a damn about 'log kya kahenge' (what will people say)," Ranveer said in a statement.
He added: "I am grateful to Jack&Jones for giving me the opportunity to share this bold message with all the young and fearless Indians out there! I have written the lyrics and sung the rap myself, and I can't wait to see how everyone reacts to the music video."
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Vineet Gautam, Country Head, BESTSELLER, also feels that "the words "Don't hold back" represent the JACK&JONES spirit, and Ranveer embodies this message perfectly".
"We see music as a key medium to connect with our target audience and hence, to kick start the campaign, we are launching a rap song, written and sung by Ranveer Singh exclusively for Jack&Jones," Gautam said.
The music video "Don't hold back" will go live on Friday.
IANS