2012, ADVERTISING, COVER STORY, FEATURED, JUNE 2012, latest-stories, VIDEOS, YOUTH

Is Fastrack crossing the line?

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Fastrack

FastrackThe youth fashion brand Fastrack has come up with a new campaign ‘Blame Fastrack’ which has added a few degrees to the already sky high temperature this summers.

The TVC which showcases summer bags from the brand shows a girl waking up in a boy’s dorm room, she walks out of the room without dressing up. While on her way out of the building she picks out her clothes from the bag and dresses up while the TVC ends with a tagline ‘Blame Fastrack and move on’.

So what is the strategy behind the blame Fastrack campaign? The campaign is targeted at the youth of 18-24 years of age. The brand derives its idea from a key consumer insight that the youth today are the most blamed lot for many things they do or don’t. In its attempt to further strengthen its connect with youth Fastrack offers to redirect that blame. “Taking the monkey off their back” as the company puts it. The brand says: Need an excuse? Blame Fastrack and move on! But some experts asak that in its effort to connect with the youth, isn’t Fastrack crossing the line?

Simeran Bhasin, Marketing Head, Fastrack

Simeran Bhasin, Marketing Head, Fastrack

Well, here is what Simeran Bhasin, Marketing Head – Fastrack & New Brands at Titan Industries, has to say, “We never take the role of the moral police and decide what the line is. The campaign just reflects what’s happening in youth’s life today.”

Prathap Suthan, Managing Partner & Chief Creative Officer, Bang in the Middle

Prathap Suthan, Managing Partner & Chief Creative Officer, Bang in the Middle

Prathap Suthan, Managing Partner & Chief Creative Officer, Bang in the Middle is on Fastrack’s side on this as he says, “The Fastrack campaign does not show anything that is not happening in the country. It is pretty commonplace. It’s high time that we grow up. If we can accept the same things in Indian movies and in Hollywood movies why can’t we accept it in the ads too?” Many people from the advertising and marketing community are of the view that the campaign does not show anything immoral.

But some experts feel that advertising sets standards for a larger mass and thus brands need to be careful on their portrayal of the society.

Ashish Bhasin, CEO, Aegis Media

Ashish Bhasin, CEO, Aegis Media

Ashish Bhasin, CEO, Aegis Media says, “For me the campaign certainly crosses the line but more important point is it doesn’t do anything for the brand. Crossing the line would have been okay for me if the campaign would have done some good for the brand.” He argues that the campaign does not talk about the brand’s USP at all.

That’s an important point that Bhasin brought up. Suthan agrees, “I don’t see that bag playing any role in what the girl does in the TVC. The bag doesn’t really fit well but then I think that’s a problem all accessory lifestyle brands face.”

So while the campaign raises the temperature in the marketing space a few notches up and stirs the discussion once again around marketer’s responsibility, the bigger question remains does it really help the brand? Fastrack’s Bhasin feels, “Our brand is all about Youth and we speak the language they speak. For us it is very important to continuously keep reflecting what’s happening in their life because we are not able to do that the youth will not be able to connect with us.”

Nevertheless, the campaign has got some eyeballs and when Pitchonnet.com spoke to some of the consumers from the target group we found that they seem to be liking the TVC but the role of the bag remains still a question. Here is what a 20 year old Delhi University student Vasudha Khator thinks about the TVC, “I really like the TVC and I liked the bag too… but I didn’t see much connect between the two.”

Interestingly, this is just the first TVC of the series. There are two other TVCs soon to be rolled out one for watches and one for sunglasses. Will, Fastrack make the mercury soar up further with these two campaigns? Wait and watch is all that we can say.

About the author / 

Pallavi Srivastava

Principal Correspondent, Pitch

14 Comments

  1. Deepak Dongre May 19, 2013 at 8:00 PM - 

    I find it slightly over the line. Now too girls getting active into a wardrobe and then giving each other that sleazy look. Then there is another a guy sitting next to his GF trying his luck with another lady saying ‘mature is in’.

    When it comes to advertisements, I’d suggest Fast Track to “move on” from making such stupid advertisements.

  2. crazy bout the girl January 1, 2013 at 2:08 AM - 

    The girl …who is she…she. also features in the attitude Amway ads

  3. karthicks liocheet September 17, 2012 at 10:44 AM - 

    i like fastrack product and even more fastrack advertisement its simple cool i like it :* <3 MOVE ON GUYS

  4. Brooks July 24, 2012 at 10:53 AM - 

    This ad was brilliantly successful in the sense that every guy I know was addicted to it. Unlike almost every other advertisement, this ad grabbed and held men’s attention. But I would guess that few men realized that it was an ad for bags.

  5. happy customer July 15, 2012 at 8:39 PM - 

    The bag is big enough to carry all her clothes in..if it hadnt been so convenient maybe she wouldnt have had that much fun the previous night ;) ..blame fastrack..:D..great concept!plus the girl is so damn cool!!..she’s like womén’s answer to Barney Stinson :D

  6. Coaster June 28, 2012 at 6:20 PM - 

    Does anyone know her name for gods sake???

  7. Suryatapa June 13, 2012 at 3:47 PM - 

    This is a great ad! It is one of the few ads by a unisex brand that features a girl without sexualizing her! (Yes, they are not, because she isn’t being portrayed as a vulgar, oomphy vixen but instead as a cute teen-girl who does what we see boys doing all the time on TV.) Successful feminism? I think so!

  8. Prabhakar June 13, 2012 at 1:12 PM - 

    any1 pls temme who the girl is.. She’s really cute ;)

  9. Preethi June 6, 2012 at 9:27 PM - 

    Not bad at all. At least not as bad the other horribly irresponsible ‘autopilot’ ad starring Virat Kohli and Genelia, I think. Fastrack ads are always ‘in-your-face’. The brand stands for that – not just moving on, but doing so ‘in-your-face’. It really does not matter what product is being promoted. The ad’s more about the brand and its spirit. Fastrack ads were never so much about the product anywhichways. Am OK.

  10. Adfolk June 6, 2012 at 8:32 PM - 

    It’s not about crossing the line… that’s still fine but what was the role of the bag? it was a force-fit. She could have still got dressed and left. Bit too exaggerated. People must be surely doing this but not running in the morning half dressed for everyone to notice. This is very wannabe.

  11. Kiran June 5, 2012 at 6:40 PM - 

    Nice tag “Is Fastrack crossing the line?” ha ha :)

  12. Monali June 5, 2012 at 4:31 PM - 

    Blame game is… She has done all these coz she has the bag which can include so many clothes… So its not her mistake…FASTTRACK bag is the culprit :) Move on

  13. Peeved June 5, 2012 at 3:39 PM - 

    Stupid Ad. If this is what youngsters are doing today, surely then they dont think
    its wrong to do it. So why would they want to blame anyone/anything, let alone a
    bag?

  14. munish June 5, 2012 at 1:22 PM - 

    Great Advertisement ,……

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