BB Desk
India’s youth lifestyle brand Fastrack Perfumes has entered the world of hip-hop with a new fragrance collaboration featuring one of the country’s most celebrated rap artist, DIVINE. Inspired by the energy, ambition, and individuality of the streets, the collection celebrates self-expression through scent.
The collaboration introduces three limited-edition fragrances – Kohinoor, Baazigar, and Triple OG – each drawing inspiration from DIVINE’s iconic tracks that have resonated with an entire generation. More than just perfumes, the range is crafted to capture the attitude, confidence, and authenticity that define hip-hop culture.
To complement the launch, Fastrack has rolled out a series of dynamic campaign films starring DIVINE. The films bring each fragrance to life by blending music with street-inspired visuals, showcasing the fearless spirit of Baazigar, the unmistakable presence of Kohinoor, and the bold legacy of Triple OG. Together, they reflect the personality of today’s youth – bold, confident, expressive, and unapologetically original.
Commenting on the collaboration, Manish Gupta, Fragrances & Fashion CEO, Titan Limited remarked, “Hip-hop has evolved beyond music to become a powerful cultural movement that influences fashion, language, confidence, and identity among young Indians. Through our partnership with DIVINE, we wanted to create fragrances that represent more than just a scent—they capture a mindset and a way of expressing oneself. This collection brings the spirit of hip-hop into everyday life.”
Speaking about the association DIVINE shared, “Fragrances have always been an important part of my creative process and everyday routine. When Fastrack shared their vision, it immediately felt like the right fit. We spent the past year perfecting the fragrances, bottle designs, and campaign visuals, and I’m excited that people can finally experience what we’ve created.”
With this launch, Fastrack aims to strengthen its appeal among Gen Z and young millennials by embracing culture-led storytelling and immersive brand experiences. By merging fragrance with music and street culture, the brand seeks to offer a fresh and engaging way for young consumers to discover and connect with perfumes.
