Debrief: Fastrack: Irreverence works

18 Apr,2013

By Anil Thakraney

 

Highly provocative ads from Fastrack. What I like about this brand is that it’s been consistently irreverent in its advertising, they haven’t shied away from controversy, rather, they very clearly court it. The new TV campaign has pushed things further by attacking social taboos.

 

There are a few commercials on air, I have watched two. One features a lesbian couple coming out of the closet (quite literally). Another one deals with a chap flirting with his girlfriend’s mom. Both situations highly unacceptable in a conservative (at least on the surface!) nation like India. And therein lies the power of the campaign. Because their parents would reject such stuff, the urban youngsters (whom Fastrack targets), will love these ads. Kids today want to ‘move on’ (the brand’s tagline), they want to experiment, to be who they are. In fact, I would say ‘Move on’ is now an intrinsic part of regular vocabulary in Young India. I also like the funky soundtrack, goes well with the taboo situations.

 

In short, here’s a watch and accessories brand that sells only attitude, they don’t talk technology or aesthetics. Correct approach, and with its consistency, Fastrack has managed to carve out a nice little niche for itself. I am already waiting for next year’s instalment. The creative team should keep an eye on National Geographic’s hot hot  programme called ‘Taboo’. Interesting stories get featured in it. Like a middle class couple who scavenge garbage for dinner, a woman who’s turned her mate into a dog… lots of exciting material to choose from. 🙂

 

Rating: (On a scale of 1-5): 3.5 Great attitude. Cool execution.

 

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