Fastrack Says #DontFakeWithMe

The digital and activation-led campaign is part of the brand's crusade against counterfeit products.

Fastrack, urban youth brand from the house of Titan, has launched a new ad campaign to raise awareness about the counterfeit market. The campaign is titled #DontFakeWithMe. No points for guessing the word play here.

The message to those who use fake products is: focus on Fastrack bags instead.

The consumer engagement campaign includes on-ground and digital media platforms.

Part of the on-ground leg of the campaign was a recently held activation at Bengaluru; a three-day pilot was initiated on November 6. It will be replicated across other cities in the months to come.

Here's what was done: The brand set up 'Destruction Rooms' at two locations in the city - Garuda Mall and an exclusive Fastrack store at CMH Road. Consumers were invited to use weapons and destroy fake Fastrack bags.

The digital leg includes five short ad films (see screengrabs) and a microsite. Social media platforms that are being leveraged for this campaign include Twitter (@fastrack), Instagram (@fastrackworld) and Facebook.

Says the brand team in a press note: Counterfeit products have taken the youth accessories market by storm and are purchased by customers knowingly and unknowingly from both trade and e-commerce outlets. After conducting over 80 raids, since 2011, across the entire country, Fastrack realised that counterfeiting is a serious issue, especially in the bags category.

Suparna Mitra, chief marketing officer, watches and accessories division, Titan Company, says about the campaign, "Fastrack, being the irreverent brand it is, always approaches things in a fresh and interesting manner... With both online and on-ground components, Fastrack invites its audience to use weapons and destroy fake bags in a fun, quirky and engaging manner..."

For the record, Fastrack was launched in 1998. It became an independent urban youth brand in 2005. Products that Titan markets under this brand name include watches, bags, belts, sunglasses, wallets and helmets.

Fastrack has 158 exclusive retail stores in India, across over 79 cities. Fastrack products are also available for purchase at several multi-brand outlets and online (www.fastrack.in).