Fastrack has a message for the youth - shut the fake up.
Conceptualised by Happy mcgarrybowen, its film targets those who are living an alternative life. It shows how the personality of some people on social media rarely matches one’s real-world self.
Suparna Mitra, CMO, Titan, said, “Following our tradition of being in tune with the language of the youth, this campaign fits in, seamlessly. Fastrack has always spoken the language of the youth and this TVC is no exception. Set in a relevant background, the film represents many quintessential elements to today’s youngster; from a simple chat, to actually meeting the person. The TVC borrows from the archetypal ‘boy meets girl’ narrative and showcases two versions of your life - with and without Fastrack.”
Ayushman Chiranewala, head of marketing, Fastrack, added, “Fastrack being a young brand has always been the candid voice for the millennial generation. The brand has always stayed true to being unapologetic and bold in its communication. The new 'Shut the Fake Up' campaign is testament to the brand’s longstanding philosophy of being true to yourself and breaking status quo. As part of the larger campaign, the brand looks to ignite amongst its audience the thought of living their lives on their own accord, and we at Fastrack celebrate this individuality.”
Kartik Iyer, CEO Happy mcgarrybowen, said, “The common thread we found was that the youth today are less and less afraid of baring themselves and showing who they truly are. We thought this was a great point of view for Fastrack to stand up and own.”
The campaign is running across television and social media.
Agency: Happy mcGarrybowen
CEO: Kartik Iyer
COO: Samarjit Choudhry
Creative: Vijay Joy, Pranav Karnad and Ajeesh
Account management: Ameya Lokhande and Siddharth Sharma
Creative producer: Siddharth Vaidyanathan
Production house: Nirvana Films
Director: Kishore Iyyar
Producer: Manjeet Bawa