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<ul><li>Payment gateway business has grown by 2400% over the last three years, <keyword id="357931" type="PERSON" weightage="20" keywordseo="Puneet-Jain">Puneet Jain</keyword>, Senior Vice President, <keyword id="6357120" type="DEFINITION" weightage="20" keywordseo="paytm">Paytm</keyword> told Business Insider. </li><li>Currently, they process over 400 million transactions every month and have a 50% market share. </li><li>Jain claims that the consumption slowdown didn’t affect digital businesses in India.</li></ul>From booking cabs to online shopping, payment gateways have made digital transactions seamless and easier. And almost every other website you go to, has a Paytm payment integration. Leveraging the turn to digital and fast growth of online consumption, Paytm payments gateway has grown leaps and bounds. It has grown by a massive 2,400% over the last three years, Puneet Jain, Senior Vice President, Paytm told Business Insider. “At a market share level, we are India’s largest payment gateway – we do more transactions than the rest of the players put together,” said Jain. Currently, they process over 400 million transactions every month and have a 50% market share. But at Paytm, the growth goes beyond numbers. Jain says that one of their achievements has been that all leading players across industries use their services – from IRCTC to Uber to Zomato and Swiggy. “The other significant achievement we saw last year was the pace of innovation – we launched 15 products last year and significantly upped our performance as a payment gateway,” he said. Paytm’s growth last year comes even in spite of a consumption slowdown in the country. But Jain believes that the slowdown didn’t affect digital businesses. “We continue to grow month-on-month. The Internet is still an emerging segment. The slowdown is limited to certain pockets and more so the traditional economy than the new-age internet space. Digital payment is a reflection of digital consumption,” said Jain. But as <keyword id="6358577" type="UNKNOWN" weightage="20" keywordseo="digital-payments">digital payments</keyword> and consumption grows online, the need to innovate still remains. <keyword id="7576656" type="UNKNOWN" weightage="20" keywordseo="Paytm-Payment-Gateway">Paytm payment gateway</keyword> had recently partnered with Visa to do away with the OTP verification for transactions under ₹2000. This is to boost small ticket payments in the country. E-commerce giant<a href="https://www.livemint.com/companies/news/now-you-won-t-need-otp-for-transactions-up-to-rs-2-000-on-your-flipkart-orders-11578292431388.html"> Flipkart</a> too had launched the same feature recently. But this also led to questions around security but Jain claims its safety built as per regular guidelines. “We need a one-time user consent after which the user is not required to go through the OTP authentication. It’s built as per the regulator guidelines and is based on device-based network authentication where networks like visa measure the safety of transaction on a real-time basis decide whether an OTP is required,” said Jain. SEE ALSO <a href="https://www.businessinsider.in/business/startups/news/oyo-ola-paytm-and-uber-have-laid-off-thousands-of-employees/articleshow/73466680.cms">Indian unicorns like Oyo, PayTm and now Uber are shedding flab — resulting in thousands of pink slips</a>

Paytm’s payment gateway has grown by 2400% over the last three years

<keyword id="16032" type="COMPANY" weightage="20" keywordseo="Guess">Guess</keyword> where are the chefs of renowned eateries heading? Well, they are shifting kitchens for technologically enriched ones. Food-tech companies like Yumist, ChefSutra, Cook Gourmet, Petoo, and <keyword id="2874548" type="UNKNOWN" weightage="20" keywordseo="Bueno-Foods">Bueno Foods</keyword> have in renowned and upcoming chefs from leading hospitality brands to head kitchen operations and curate menus, informs a news report by The Economic Times. 
 
What did the chefs gain? Of course, creative freedom. Besides, they get to build their own kitchen teams and develop menu items based on individual expertise. 
 As per the news report by the ET, Rohan Arora cofounded Gurgaon based Bueno Foods, which offers seven types of international cuisine, withVipul Arora(unrelatedto Rohan) and <keyword id="357931" type="PERSON" weightage="20" keywordseo="Puneet-Jain">Puneet Jain</keyword>, who came with 20 years of experience between them, from top brands including Olive Bar and Kitchen, Intercontinental in Delhi, TheOberoi and McDonalds. 
 "We are not outsourcing or subcontracting core aspects of our business, which is food," Rohan Arora, founder and <keyword id="5645" type="POSITION" weightage="20" keywordseo="CEO">CEO</keyword> of <keyword id="2874549" type="UNKNOWN" weightage="20" keywordseo="BuenoFoods">BuenoFoods</keyword> told the financial daily."WhenVipul came on board we had 80% of our menu ready and he changed nearly everything." On a cash basis, <keyword id="2762082" type="UNKNOWN" weightage="20" keywordseo="Vipul-Arora">Vipul Arora</keyword> and Puneet Jain get 40-50% lower compensation than the industry average, but the duo has been offered a stake in the company and the two run the entire show at the back-end from kitchen and supply-chain operations including sourcing ingredients. 
 
They were responsible for trialling 2,500 dishes that was narrowed down to 30 items for the company's deliverymenuand400 for its catering and bulk ordering menu, based on demand, customer feed back and operational efficiencies of items that would survive delivery transits. 
 
"I didn't want to work for someone else anymore and I wanted to do things myself. I have freedom here. Money was not a constraint, for me my passion is more important," said Vipul Arora. 
 Similarly, Amit Tyagi, who joined Yumist in March this year, doubled the food-tech company's menu from 20 and continues to add two-three dishes every week. For Tyagi, who has 10 years of experience across Taj Delhi, Pind Balluchi and <keyword id="115321" type="COMPANY" weightage="20" keywordseo="Michelin">Michelin</keyword> Star restaurants in <keyword id="6354968" type="COMPANY" weightage="20" keywordseo="London">London</keyword>, the challenge of curating quality daily food under strict cost controls was an attractive proposition. "I don't want a monotonous role for myself," said Tyagi, who also built up a kitchen team of 12. His zeal is reflected on social media, evident in an upswing of people raving about the quality and variety of food ever since the company got Tyagi on board, <keyword id="499896" type="PERSON" weightage="20" keywordseo="Alok-Jain">Alok Jain</keyword>, <keyword id="2874713" type="UNKNOWN" weightage="20" keywordseo="founderand-CEO">founderand CEO</keyword> of Yumist told the ET. 
 (Image: <keyword id="173701" type="COMPANY" weightage="20" keywordseo="Huffington-Post">Huffington Post</keyword>)

Luring away the talented chefs with creative freedom, food tech companies are the new Pied Pipers

<ul><li><keyword id="6358977" type="General" weightage="20" keywordseo="swiggy" source="Orion">Swiggy</keyword> has decided to establish <keyword id="12193412" type="General" weightage="20" keywordseo="supr-daily" source="Orion">Supr Daily</keyword> as a separate business unit within its parent company Bundl Technologies.</li><li>It had acquired Supr Daily in 2019 from Puneet Kumar, Rohit Jain and Shreyas Nadgawane, who are now exiting the company.</li><li>The Supr Daily entity will be led by Phani Kishan, who was elevated to the position of Swiggy’s co-founder earlier this year.</li></ul>Grocery deliveries was the obvious next step for Indian food aggregator businesses like <keyword id="830092" type="General" weightage="20" keywordseo="Zomato" source="Orion">Zomato</keyword> and Swiggy, which have reached a maturity stage. Both the companies have laid special emphasis on this sector since the last one year and have made strides in this segment. While Zomato has decided to step away from direct competition in the segment for now, Swiggy has made a move in another direction. The Bengaluru-based startup has decided to establish Supr Daily, daily grocery delivery service of Swiggy, as a separate business unit within its parent company Bundl Technologies Private Limited. It had acquired Supr Daily in 2019 from Puneet Kumar, Rohit Jain and Shreyas Nadgawane, who are now exiting the company. Swiggy follows a similar model for its other units of food delivery, InstaMart, private brands and more. The company believes that establishing a separate entity would allow the leadership to keep a closer eye on the operations and “unlock its full potential”. The Supr Daily entity will be led by Phani Kishan, who was elevated to the position of Swiggy’s co-founder earlier this year. He has previously worked as the vice president of strategy and investments at the food aggregation business. “Phani’s involvement with Supr is not new – as part of the Supr board, he has been working closely with the leadership team on the strategy over the last three years. He’s also been engaged with the team over the last couple of months at an operational level,” Sriharsha Majety, co-founder and chief executive officer (CEO) of Swiggy, said in a<a href="https://blog.swiggy.com/2021/09/28/announcing-new-changes-at-supr-daily/"> blog post</a>. The latest development comes as several media reports have highlighted that Swiggy is in talks to raise $500-600 million from US-based asset manager Invesco and others. This round is expected to mark Swiggy’s entry to the decacorn club. Decacorn, in the startup parlance, are companies valued above $10 billion. Swiggy raised<a href="https://www.businessinsider.in/business/startups/news/swiggy-raises-1-25-billion-in-a-mega-round-of-funding-led-by-softbank-and-prosus/articleshow/84578974.cms"> $1.25 billion</a> funding in July 2021, only a few days after Zomato closed its<a href="https://www.businessinsider.in/business/news/zomato-ipo-subscription-status/articleshow/84409991.cms"> $1.3 billion</a> initial public offering (IPO). The Bengaluru-based private company’s round was led by SoftBank and Prosus (formerly known as Naspers). The company, while announcing the funding round, had mentioned that it will use the capital to double down on its core business, make acquisitions and invest in its grocery delivery business Instamart. Zomato had entered the grocery delivery segment last year during the pandemic in order to meet the rising demand for online groceries. The company stepped out of the segment earlier this year, saying that its entry into the groceries vertical last year was just to meet the dean and it will relaunch the operations soon. The company later also invested <a href="https://www.businessinsider.in/business/startups/news/zomato-reportedly-invests-120-million-in-grofers/articleshow/83951631.cms">$100 million </a>in groceries delivery company Grofers to aid this plan. However, it recently decided to <a href="https://www.businessinsider.in/business/news/zomato-co-founder-gaurav-gupta-exits-from-zomato/articleshow/86193568.cms">drop the plan</a> of entering the groceries vertical. SEE ALSO <a href="https://www.businessinsider.in/business/startups/news/pine-labs-is-betting-on-these-two-segments-to-make-it-worth-6-billion-dollars/articleshow/86559235.cms">Nearly as old as Google, Pine Labs is betting on these two segments to make it worth $6 billion</a> <a href="https://www.businessinsider.in/business/news/tesla-boss-elon-musk-becomes-the-richest-man-in-the-world-yet-again/slidelist/86552402.cms">Tesla boss Elon Musk becomes the richest man in the world, yet again</a> <a href="https://www.businessinsider.in/business/startups/news/ofbusiness-was-the-only-woman-led-startup-that-entered-the-unicorn-club-this-year/articleshow/86511076.cms">OfBusiness was the only woman led startup that entered the unicorn club this year</a>

Swiggy tightens focus on grocery delivery, as Zomato steps out

<ul><li><keyword id="1809141" type="PERSON" weightage="20" keywordseo="enormous">Enormous</keyword> conceptualises ‘<keyword id="11602845" type="UNKNOWN" weightage="20" keywordseo="girl-power-is-gold-power">Girl Power is Gold Power</keyword>’ campaign for <keyword id="11602844" type="UNKNOWN" weightage="20" keywordseo="kotak-karma">Kotak Karma</keyword>.</li><li>The campaign celebrates the spirit of all the women athletes representing India at the games.</li></ul><keyword id="1301220" type="COMPANY" weightage="20" keywordseo="Kotak-Mahindra-Bank-Limited">Kotak Mahindra Bank Limited</keyword> (<keyword id="2271941" type="ORGANIZATION" weightage="20" keywordseo="KMBL">KMBL</keyword>) and <keyword id="3149038" type="PERSON" weightage="20" keywordseo="Pullela-Gopichand-Badminton-Foundation">Pullela Gopichand Badminton Foundation</keyword> (Gopichand Academy) launches ‘Girl Power is Gold Power.’ The campaign has a special message for India's most talented women athletes, as well as all young girls who aspire to follow in their footsteps. The campaign video features badminton doubles specialists, <keyword id="202688" type="PERSON" weightage="20" keywordseo="Ashwini-Ponnappa">Ashwini Ponnappa</keyword>, a Gold Medal winner at the Commonwealth Games 2010 and N. Sikki Reddy, Gold medalist at the South Asian Games 2016. The one-minute film not only honours the young women who follow their dreams, but also celebrates the people that lend their support to young dreamers – thereby paving the way for a generation of champions. <div type="Youtube" id="viQs2Tkta_Q" title="Kotak Karma | Girl Power is Gold Power" thumbUrl="https://i.ytimg.com/vi/viQs2Tkta_Q/mqdefault.jpg"></div> Commenting on the campaign, Ashish Khazanchi, Managing Partner, Enormous says “In Indian households, saving gold for a daughter's future or marriage is a widespread tradition. Her marriage is not just a familial duty but also seen as a social responsibility. The campaign's idea was about girls of today who are forging new routes for themselves and pursuing their dreams in order to achieve anything in life. As a result, you won't need to save gold for your daughters' future; they'll be able to earn it on their own. They will win the gold with their commitment, honesty, and hard work.” Rohit Rao, Joint President &amp; Group Chief CSR Officer, Kotak Mahindra Bank Limited said, “Every empowered child is a product of an enlightened ecosystem – comprising family, friends and acquaintances who have extended their support. With the world’s biggest sporting event upon us, this is a good time to remind us all that investing in the dreams and aspirations of the next generation can give us returns beyond measure.” Kotak Karma is the Corporate Social Responsibility (CSR) identity of the Kotak Mahindra Group. Under its CSR Projects on Sports, KMBL has collaborated with the Pullela Gopichand Badminton Foundation based in Gachibowli, Telangana to develop a state-of-the-art badminton training facility with advanced infrastructure and amenities, and international standard coaches that will help India produce more world-class players. Both the athletes featured in the film train at the Pullela Gopichand Badminton Foundation. Agency Credits: Creative Head: Ashish Khazanchi (Managing Partner, Enormous) Creative team: Purva Ummat, Ajeet Shukla, Sachin Sharma, Meghna Mitra Account Management team: Mansi Jain, Anuj Aras Production House: Useful Garbage Creations Director: Puneet Prakash Producer: Chandra Mani

Kotak Karma's latest campaign questions the widespread tradition of saving gold for daughter's marriage; says girls can win gold themselves

New Delhi, Feb 17 () Digital payments firm Paytm on Monday said it has extended its partnership with Uber that will enable passengers to pay for their ride through credit or debit card using its platform. Earlier, passengers were able to pay for their rides through Paytm wallet and other modes like cash and cards separately. "Uber and Paytm have been long-standing partners. We are extending this partnership to a full-stack payment gateway. This integration will benefit millions of Uber riders to make seamless instant payments from their cards which might be already saved on Paytm," Puneet Jain, senior vice president at Paytm Payments Gateway said in a statement. Under the extended partnership, Paytm will also provide a range of services to Uber's driver partners under the Uber Care program such as savings accounts, zero-fee debit cards and significant cashback at Indian Oil, Paytm FASTags among others. "With the latest credit and debit card integration with Paytm, we hope to promote more digital transactions, reduce cash dependency on the platform and improve the country's digital financial infrastructure," Nandini Maheshwari, Director, Business Development, Uber India &amp; South Asia said. PRS RVK

Paytm extends payment service partnership with Uber

New Delhi, Jan 1 () Nine wind turbine generators and land, belonging to a Gujarat-based company, worth over Rs 18 crore have been attached by the ED in connection with its probe in an alleged bank fraud case, the agency said on Wednesday.
 The Enforcement Directorate case pertains to a Surat-based company Nakoda Ltd, its chairman and managing director (CMD) Babulal Gumanmal Jain, his son and joint MD Devender Babulal Jain and others.
 The company, the agency said in a statement, "had availed fund-based and non-fund based financial assistance from a consortium of 13 banks led by Canara Bank and later on defaulted in repayment of loans to the tune of Rs 2,107 crore." 
 Probe found that the Jains "conspired" with a trader Puneet Rungta and Chartered Accountant Jagdish Somani to carry out "fake" sale and purchases of fancy fabrics with the companies floated by the latter two, it alleged. 
 "On the strength of fake purchase invoices, Nakoda Ltd opened 1,212 Letters of credit (LCs) with banks amounting to Rs 4,207 crore. Investigation also revealed that out of the 1,212 LCs, 202 worth Rs 827.98 crore devolved due to non-payment by the company," the ED charged. 
 "These fraudulently obtained LC based funds were laundered by Nakoda Ltd through circular transactions with various firms and then utilised for re-payment of various loans including term loans, interest, banking charges and as working capital for meeting day-to-day expenses towards running its plant and factory." 
 "These are not the purposes for which the loans were sanctioned," the ED said.
 A total of nine wind turbine generators and land of the accused company located at Kulasekarapatti village in Tirunelveli district of Tamil Nadu have been attached under the Prevention of Money Laundering Act (PMLA), it said.
 The total value of these assets is Rs 18.08 crore, it added. 
 ED initiated probe in the case on the basis of a CBI FIR.
 The total attachment in the case now stands at Rs 393.79 crore as assets worth Rs 375.71 crore have been attached by the ED in the past.
 Further probe is underway, it said. NES RCJ

Bank fraud: ED attaches Rs 18-cr assets of Gujarat firm

<ul><li><keyword id="4943836" type="COMPANY" weightage="20" keywordseo="Acko">ACKO</keyword>'s film to commemorate the first <keyword id="6583338" type="UNKNOWN" weightage="20" keywordseo="Pride-march">pride march</keyword> says that even though we have come a long way in recognizing the LGBTQ+ (Pride) community, it does not necessarily equate to true acceptance. </li><li>The film, that urges people to rethink what it means to truly welcome and become an ally to the <keyword id="1218847" type="PERSON" weightage="20" keywordseo="LGBTQ-community">LGBTQ community</keyword>, is 'a reflection of ACKO’s ongoing effort to create a workplace that reflects its core values of embracing and supporting true diversity'.</li><li>The campaign, featuring <keyword id="1366336" type="PERSON" weightage="20" keywordseo="Neeraj-Kabi">Neeraj Kabi</keyword>, has been conceptualized by Leo Burnett Orchard.</li></ul>Purely digital insurance platform <a href="http://acko.com/" target="_blank">ACKO</a>, today launched a powerful digital marketing campaign on Pride Day, celebrated to commemorate the first pride march. The film communicates a powerful message, that even though we have come a long way in recognizing the LGBTQ+ (Pride) community, this does not necessarily equate to true acceptance, we still need to work on it and ensure that we can welcome one of our own if they belong to the group. The film urges us to rethink what it means to truly welcome and become an ally to the LGBTQ community. <div type="Youtube" id="63JMPlbJl70" title="ACKO celebrates Pride Month" thumbUrl="https://i.ytimg.com/vi/63JMPlbJl70/mqdefault.jpg"></div> Starring popular film &amp; theatre actor, Neeraj Kabi, who has won acclaim for his roles in the web series Sacred Games and Paatal Lok, the film opens with four friends at a get together. As one of the friends, Rakesh Kapoor (RK), proudly shows that he has changed his profile cover picture on social media to the Pride colours in support of the community, the other friends pat him on the back, assuming that RK has now learned of his son’s sexual identity. The accidental reveal leaves RK speechless as he tries to reconcile with his own conflicting actions and emotions. The film is based on the Pride Research conducted by ACKO and YouGov in June 2021, which found that only 2 out of every 5 Indian parents said that they would be supportive if their child was part of the LGBTQ+ community. The campaign highlights this important point - “Post pride, Support pride, but more importantly, be ready to accept Pride.” This campaign is a reflection of ACKO’s ongoing effort to create a workplace that reflects its core values of embracing and supporting true diversity. The company is among the early and a handful of startups that extends a group medical insurance cover to include the partners of LGBTQ+ employees. ACKO prioritizes training and education programs to sensitize and raise awareness about the LGBTQ+ community and to ensure ongoing support of LGBTQ+ staff in the company. Talking about the campaign, <keyword id="486140" type="COMPANY" weightage="20" keywordseo="Ashish-Mishra">Ashish Mishra</keyword>, Executive Vice President- Marketing, ACKO General Insurance, said, “From denial to recognition, Indian society has come a long way in terms of their attitude towards the LGBTQ+ (PRIDE) community. However, there is still a huge amount of work to be done to make sure that people are willing to accept, if one of their own is part of this community. #TalkPride Campaign is our way to progress on this front”. This campaign has been conceptualized by Leo Burnett Orchard. “We are so used to sharing our support for the LGBTQ+ community on social media. But we never take a moment to stop and think how open we will be to having someone in the family who identifies as the same. I think it is time for the country as a whole to take a step towards accepting that love is love, no matter how you choose to express it.’ added Pravin Sutar, Head of Creative, Leo Burnett Orchard. Campaign credits: Agency: Leo Burnett Orchard, Bangalore CEO and Chief Strategy Officer - South Asia Leo Burnett: <keyword id="1988206" type="PERSON" weightage="20" keywordseo="Dheeraj-Sinha">Dheeraj Sinha</keyword> CEO and Chief Creative Officer - South Asia Leo Burnett: Rajdeepak Da Managing Director India and Chief Creative Officer Leo Burnett South Asia: <keyword id="2289556" type="PERSON" weightage="20" keywordseo="Rajdeepak-Das">Rajdeepak Das</keyword> National Head and EVP: Gaurav Dudeja National Creative Director: Vikram Pandey Head of Creative: Pravin Sutar Creative Team: Geo Joseph, Suketu Gohel, Mohammad Faisal Firoz, Dilin Mathew, Akash Mohan Account Management Team: Sriya Banerjee, Chirag Jain Production House: Content Factory Head and Senior VP, Prodigious: Varun Shah Director: Puneet Prakash Sr. Content Producer: Tanaya Barve Associate Producer: Surbhi Bafna Client: ACKO General Insurance Ashish Mishra, EVP, Marketing Shilpi Saini, Senior Manager, Content Nitin Khanna – Senior Director, Brand

ACKO’s Pride campaign urges people rethink what it means to truly welcome and become an ally to the LGBTQ community

<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

You Searched For "Puneet Jain" and got 8 results

Paytm’s payment gateway has grown by 2400% over the last three years

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Luring away the talented chefs with creative freedom, food tech companies are the new Pied Pipers

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Swiggy tightens focus on grocery delivery, as Zomato steps out

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Kotak Karma's latest campaign questions the widespread tradition of saving gold for daughter's marriage; says girls can win gold themselves

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Bank fraud: ED attaches Rs 18-cr assets of Gujarat firm

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ACKO’s Pride campaign urges people rethink what it means to truly welcome and become an ally to the LGBTQ community

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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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