Fastrack creates roadblock on Zoom

MUMBAI: Bollywood and lifestyle channel Zoom is the latest beneficiary of the "roadblock" strategy that seems to have caught the fancy of advertisers in a downturn year.

Fastrack, the youth lifestyle brand that specialises in the manufacturing of watches, eye wear and accessories, will block for the entire day on 30 December the advertising space on Zoom.

"Fastrack will ocuppy roughly 12,000 seconds on the channel, including both advertising space as well as promos," Zoom Entertainment Network CEO Suresh Bala tells
As part of the tie-up, Fastrack‘s new campaign myEXbox, which is built around the brand‘s theme ‘Move On,‘ will be exclusively aired on the channel along with six other creatives.

To complete its loop, the Fastrack myEXbox campaign will step beyond television to invite people to record or upload their confessions on to get a chance to be the next such Fastrack ad on TV. 
Says Zoom business head Bala Iyengar, "Fastrack has a very strong connect with the modern youth today, and we are extremely sure that their new "Move On" collection and ad campaign will be appreciated and liked by the Zoom viewers. This is yet another innovation from Zoom to rise above the marketing clutter and do something innovative and unique."

Adds Fastrack marketing head Simeran Bhasin, “As a youth brand, we need to constantly innovate and experiment; with not only our communication but the way we use different media vehicles. The Roadblock on Zoom is another such attempt.”

The channel‘s media account is handled by Maxus.
Earlier in September, FMCG major Hindustan Unilever (HUL) blocked one complete day across all channels from the Star and Zee stables to consume the entire advertising airtime for that day.

Ads of 20 HUL brands ran across 10 channels of the Star network including Star Plus, Star One, Star Gold, Star Utsav, Star Movies, Star World, Channel [V], Star Jalsha, Star Pravah and Star Vijay on 17 September.

On 24 September, a similar exercise was repeated on the Zee network with HUL conducting a roadblock across 25 Zee channels.

HUL repeated the roadblock on the Star network channels on 29 October.

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