Wed, Oct 26, 2016 | updated 08:43 PM IST

JACK and JONES announces exciting new campaign 'Don't Hold Back' with Ranveer Singh

Updated: Oct 06, 2016 13:27 IST

New Delhi [India], Oct 6 (ANI-NewsVoir): JACK and JONES, an International menswear fashion brand, today announced an exciting new campaign, Don't Hold Back featuring Bollywood's boldest youth icon Ranveer Singh in their new brand ambassador.

To kick start the campaign, JACK and JONES and Ranveer Singh together have worked on a song 'Don't Hold Back'. The rap song is entirely written and sung by the superstar, Ranveer Singh himself!

The strong and snappy lyrics of the song invite listeners to boldly display their true individuality and celebrate the power of inner strength - no holds barred. 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.

JACK and JONES and Ranveer Singh have come together to create magic, in the form of a unique and youthful musical collaboration. The rap song, themed 'Don't Hold Back' brings alive the brand's and his own raw personality - that has remained unchanged and unhindered by environment and circumstances.

"For JACK and JONES, a disruptive, rebellious and edgy fashion brand, Ranveer Singh, with infectious energy and distinct "Don't hold back" attitude was the perfect icon to collaborate with and bring this campaign to life. The words "Don't hold back" represent the JACK and 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 and JONES! We are indeed very excited about this association and are looking forward to more."

Bollywood heartthrob Ranveer Singh said, "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"! I am grateful to JACK and 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!"

The music video "Don't Hold back" will go live at three pm, on the October 7th, 2016. (ANI-NewsVoir)