Fastrack Perfumes Collaborates with DIVINE to Launch a Fragrance Collection

KOCHI:
India’s youth lifestyle powerhouse, Fastrack Perfumes, is stepping into the world of hip-hop through an all-new fragrance collaboration with one of India’s most influential rap icons, DIVINE. The collection captures the swagger, hustle, and individuality of the streets.

The collaboration introduces three limited-edition perfumes – Kohinoor, Baazigar and Triple OG – each inspired by DIVINE’s chart-topping tracks that have become cultural anthems for a generation. More than just fragrances, the collection is designed to bottle the vibe, attitude and self-expression that hip-hop stands for.

Alongside the launch, the brand has also unveiled a series of high-energy campaign films featuring DIVINE, bringing the essence of each fragrance to life through the lens of music and street culture. From the fearless confidence of Baazigar, to the iconic aura of Kohinoor, and the unapologetic legacy of Triple OG, the collection reflects the many facets of today’s youth – bold, expressive and always original.

Speaking about the collaboration, Manish Gupta, CEO, Fragrances & Fashion Accessories, Titan Company Limited, said, “Hip-hop today is not just a music genre – it’s a cultural force that shapes fashion, language, confidence and identity for India’s youth. With our collaboration with DIVINE, we wanted to create fragrances that go beyond smelling good; they embody a vibe and a mindset. This collection brings the energy of hip-hop into everyday self-expression.”

Sharing his thoughts on the partnership, DIVINE said,“Fragrances have always been a big part of how I create and my everyday life, so when Fastrack reached out with their vision it was a quick yes. We spent the last year working on the scents, the bottle design and the visuals and now it’s out there in the world. Now, I’m just excited for everyone to finally experience it.”

The launch marks a strategic move by Fastrack to deepen its connection with Gen Z and young millennial consumers through culture-led storytelling and immersive brand experiences. By blending fragrance with music and street culture, the brand aims to redefine how young consumers discover, experience and connect with fragrances.

The collection will be available across leading online and offline retail channels nationwide.