Fastrack: Irreverence in the 'air'

In true Fastrack style, the brand's OOH campaign features bold, contemporary imagery to showcase '2015 Passouts' - its new range of back-to-college bags.

Youth accessories brand Fastrack has launched an outdoor campaign for its new range of back-to-college bags - '2015 Passouts'. The campaign features Fastrack 2015 Passouts flaunting the new bags in Bharat Sikka's photography. In true Fastrack style, the bold, contemporary imagery showcases the fresh offering in an irreverent and edgy way that the youth can identify with.

The outdoor campaign will run till June 14 in five cities - Kolkata, Pune, Ahmedabad, Hyderabad and Bengaluru. Creatives done by Lowe Lintas will be replicated across print media in Delhi, Chennai and Mumbai. Additionally, the campaign has a digital leg. Milestone Brandcom and 22Feet Tribal WW were the outdoor and digital solutions provider for the brand, respectively.

The '2015 Passouts' collection showcases wild designs, bright colours and funky styles, for boys and girls. Priced between Rs. 995 and Rs. 2195, it is available at all leading Fastrack stores and multi-brand outlets.

Discussing the product idea and the campaign, Hemal Panchamia, marketing head, Fastrack, says, "At Fastrack, every product we design and every campaign we create is done in an irreverent and edgy manner that our audience can identify with. Our latest outdoor campaign for our new range of back-to-college bags is a reflection of this approach."

"For the college-goer, a bag is more than just an accessory; it's an extension of their lifestyle. The bold imagery on the billboards portrays the new range of bags as the perfect accessory for our college-going audience who want to let the world know how they want to spend their time during the most exciting years of their life; oblivious to expectations and pressures, and wanting to carry the party over to the next academic year," he adds, describing the target audience.

According to the agency, the brand wanted to be seen as an 'extension of the youth's lifestyle', accompanying them in and out of campus and having a lot of stories to tell if 'it' could 'talk'. Elaborating further, GV Krishnan, president, Lowe Lintas and Partners, shares, "Fastrack was coming up with yet another exciting range of wild, bright and funky bags for the youth. We wanted to latch on to how the youth look forward to college and live it up fully. Unconcerned about what someone has to say, they pass out happily, while moving from year to year."

The brand's earlier campaigns include 'Sorry for What', 'Just Be', 'Dump Them, Move On', 'Livein', 'Keep Trippin', 'Closet' and 'Mature is In'.

Fastrack was launched in 1998 as a sub-brand of Titan. It was spun off as an independent accessory brand, targetting the urban youth in 2005. With a vision of 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.