Fastrack, has launched a campaign titled ‘You Do You’, to encourage the youth to be body-positive and express love fearlessly, by embracing their true identities. Conceptualised by Lowe Lintas, the film aims to tell the youth that they should be comfortable in their own skin and live up to the best version of themselves.
The film shows a boy texting his love interest, who happens to be over six feet tall. Although the boy is much shorter and amazed at her height, he promises her that he would always ‘look up to her’, indicating that he isn’t insecure, but confident being himself.
Ajay Maurya, marketing head, Fastrack, said, “Fastrack has always been about edgy conversations with a fun and witty approach. With time, the focus of the youth has shifted to how they explore their identity through their choices, orientations and interests, though they are under constant stress of being judged and labelled. One of the tensions taken up by the Fastrack ‘You do You’ campaign is body shaming. Social bullying for being a certain body type causes mental health issues and hinders the overall progression of GenZs. Thus, in the first set of campaign films, we look through the lens of owning one’s body and choices.”
Sonali Khanna, executive director and branch head, Lowe Lintas, South, said, “Since its inception, Fastrack has keenly supported the boldest choices of the young generation; encouraging them to share their true identities with the world. Which is why Fastrack advertising has always been on the cutting edge of free thinking. As the world comes to terms with a radically altered reality, the youth of today have also demonstrated a remarkable ability to adapt and explore new ways of expressing themselves. Our objective was to capture the true essence of their multi-faceted identities; and tell stories that resonated with their real lives. With ‘You Do You’, Fastrack aims to embolden their authentic selves and continue on their path to fearless self-expression.”