Fastrack: Bold Statements

The accessory brand has launched yet another bold outdoor campaign.

Titan Industries-owned Fastrack is on a shock-and-awe inducing spree. Just a little while ago, it had rolled out 'Just Be', an out-of-home campaign with models sporting a 'couldn't-care-less' attitude to showcase the product range.

This time round, the 'Sorry For What' campaign features a female model shaving her head while another flaunts an unshaved armpit; meanwhile a male model is shown wearing thongs – basically each a case of role reversal.

The campaign underlines individual freedom by suggesting that if the young want to do something that shocks the people around them, it is not their problem. The campaign showcases products such as helmets, watches, bags and sunglasses.

Speaking about the communication, Hemal Panchamia, head, marketing, Fastrack, says, "'Unusual' is the right word for this campaign. At Fastrack we think a lot about social stereotypes and what we can do to change people's point of view. We thought billboards would be a great way to address the issue." The digital leg of the campaign will take off soon.

Fastrack's list of talked-about campaigns include 'Sorry for What', 'Just Be', 'Dump Them, Move On', 'Livein', 'Keep Trippin', 'Move On', 'Closet' and 'Mature is In'. Each campaign tries to interpret the brand thought, 'Move On', in a fresh way.

The creatives have been designed by L&K Saatchi and Saatchi and the campaign will be up for a month, from December 15 to January 14.

The OOH agency for the campaign is Milestone Brandcom and the brand has taken over 100 large-format billboards across 20 top cities. The media agency is Maxus.

Fastrack was launched in 1998 as a sub-brand of Titan. It was spun off as an independent accessory brand targeting the urban youth in 2005. With a vision to becoming a complete fashion brand, Fastrack launched sunglasses in 2005 and then bags, belts and wallets in 2009. Today it has over 150 stores across the country.