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<ul><li><keyword id="746871" type="General" weightage="100" keywordseo="fastrack" source="Orion">Fastrack</keyword> started out with a bang. Its maiden tagline, ‘Move On’ has always moved perfectly with changing times and helped the brand carve out a niche for itself by representing the ever-evolving youth of the country.</li><li>After 13 years of existence, Fastrack has announced a new brand proposition.</li><li>In its latest campaign conceptualised by <keyword id="274876" type="General" weightage="20" keywordseo="lowe-lintas" source="Orion">Lowe Lintas</keyword> Bangalore, Fastrack addresses the issues of moving identity, beyond the binaries of Gen Z, with various communication approaches.</li><li>Ajay Maurya, Marketing Head, Fastrack walks us through the campaign idea, shares how it all came together, the thought behind adopting a new proposition and larger goals for the brand.</li></ul>Fastrack was one of the very first brands in India to show a lesbian couple in its mass advertisement titled ‘The Closet,’ in 2013. The ad encouraged the youth to come out of their closet of comfort and speak up, metaphorically. <div type="Youtube" id="fmk9D53G6F8" title="Fastrack - The Closet" thumbUrl="https://i.ytimg.com/vi/fmk9D53G6F8/mqdefault.jpg"></div> Since its inception, Fastrack has catered to youth and moved gracefully ahead with changing times. Its campaigns, time and again, have proven how the brand isn’t bogged down or defeated by society's rules. <div type="Youtube" id="i-QUdDHcIcs" title="FASTRACK LOCKER 20" thumbUrl="https://i.ytimg.com/vi/i-QUdDHcIcs/mqdefault.jpg"></div> The watch and accessories brand is now ‘moving on’ from its earlier brand proposition and taking on a new positioning statement, ‘You Do You.’ Conceptualised by Lowe Lintas Bangalore, Fastrack’s new campaign will talk about staying comfortable in your skin, being positive about your body and individual experiences of self-love. With this, Fastrack aims to represent the uninhibited expression of youth’s identity, which is label-less and free, that refuses to be locked into any templates or boxes. <div type="Youtube" id="0VGpbNQufjc" title="Own Your Inches - #FastrackYouDoYou" thumbUrl="https://i.ytimg.com/vi/0VGpbNQufjc/mqdefault.jpg"></div> In its first ad, the brand tells a story of a contemporary couple who meet through an online dating app. After she swipes right on him, the guy checks out her profile and goes into her DM and asks, “You are 6 feet tall?” Savagely, she responds with a picture of her heels and says, “She is 6’3” and he replies, “Promise to always look up to you.” The tagline takes over the screen, “Own your inches. You do you.” People who identify as women or gender fluid have spent years trying to unlearn the daunting thought of “Log kya kahenge” (what will people say). We have been conditioned to hate what’s natural and have grown up surviving through a love-hate relationship with our bodies. Fastrack’s endeavor, with its latest campaign and brand ethos, is to encourage the young demographic to accept themselves as they are and love their different, unique kinds of bodies. Sharing the idea behind ‘You Do You,’ Ajay Maurya, Marketing Head, Fastrack said, “With this campaign, our goal is to capture the youth’s pulse and represent their ever-evolving choices. The ‘Fastrack - You Do You’ campaign introduces the manifesto for the youth and identifies with their fluidity, encouraging them to be true to themselves. To begin with, the subject highlighted under ‘Fastrack – You do You’ is about body celebration and positivity, since body-shaming today is a big concern for youth. The brand is launching multiple films in its typical fun and humorous style that take up tensions faced by them, thus encouraging them to be comfortable under their skin.” It is after 13 years of its existence that Fastrack has changed its brand proposition. Telling us why Maurya felt now was the right time, he said, “As the world around us evolved, so did our audiences. Even though our target audience segment largely remains the same i.e. 17-22 year olds, the youth, GenZ of today, their concerns, the things that matter to them, people they love, their identities are starkly different from the youth of the past decades. We believe it is time to represent this youth of today with new resonance and arrived at the new brand positioning.” The brand’s advertising will be focused primarily on digital media, driven by interactive communication. This will be followed by placements on TV, print and OOH. “We feel that Digital is the best platform to have conversations with the Gen Z, especially for a campaign like ‘You Do You’ which is all about them, and their unbridled spirit of self. The major evolution in recent years has been the shift towards Digital. Digital remains the prime focus area in our media planning as the audience is a digital-native generation. Digital allows for regular, interactive and engaging communication where the viewer is not a bystander to the conversation – they become central to it, and get to place their opinion forward. These direct and open conversations are what energise Fastrack. We are also looking at new age platforms to meet our audiences where they are. Our aim is to strike a new conversation every day and keep them engaged with us,” shared Maurya. For the last quarter of this year, Fastrack will focus on promoting its new brand philosophy with a 360-degree campaign and focus on shaping the ‘Fashtech’ industry. Sharing the larger vision for the brand and focus areas for this quarter, Maurya said, “Fastrack as a brand takes pride in being the voice of the youth and has been for decades. The vision for the brand is to continue to address the needs of this ever-evolving target audience through our products as well as communication. Apart from that, new designs and casual fashion-led watches are in the pipeline for the next few months. These launches are on the premise that youngsters are back on the lookout for fashionable options as they return to colleges, work, vacations, parties and hangouts. Another focus area is the fashtech segment where we will be introducing new designs of smartwatches and audio devices, under the sub brand Reflex. It is a journey to take our products from being just fitness devices to being fashionable multi-functional offerings.” Campaign credits: Agency: Lowe Lintas, Bangalore Planning team: Kishore Subramanian, Easo John, Namrata Sukumar Account management team: Sonali Khanna, Bhupender Agarwal, Radhika Bhattacharya, Srishti Mehrotra Creative team: Puneet Kapoor, Nishant Pratap, Sageetha Shirali, Richa Jain, Hamza Bhavnagarwala, Diti Golder Director: Aakash Bhatia Production House: LoudMouth

Fastrack decides to ‘move on’ from its iconic brand tagline; launches a new brand positioning ‘You do you’ to celebrate body positivity and self-expression

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Fastrack decides to ‘move on’ from its iconic brand tagline; launches a new brand positioning ‘You do you’ to celebrate body positivity and self-expression

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