MAM

Fastrack asks people to Shut The Fake Up

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/01/08/Ayushman-Chiranewala.jpg?itok=LapXyd4K

MUMBAI: Long before people knew what cool was, there was Fastrack! Customary and conventional, are words you would never find in Fastrack’s vocabulary. Known to break stereotypes, in its new campaign, Fastrack yet again bears the flag of defiant thought for the youth and by default, the future.

Do you know someone who puts up a filter for the sake of it? Someone who uses a hashtag not knowing what it stands for or goes to parties just to be socially relevant? Do you laugh at things you don’t find funny or do you spend too much time in front of the mirror at the gym than the weights? Fastrack has four real words for you-Shut the Fake Up!

Brought to life in the film by Happy McGarrybowen, Fastrack urges this very philosophy. With this campaign Fastrack challenges the norms and carves a pathway for millennials. Be it being big and beautiful, being online or offline, or simply being different and unique in your own way. It’s all about being real - online and off it.

Titan chief marketing officer Suparna Mitra says, “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 you.th 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.”

Fastrack head of marketing Ayushman Chiranewala adds, “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.”

Today’s youth have everything that the world has to offer. From Facebook to Twitter and Snapchat to Instagram, there is nothing too obscure for this generation. “Shut the Fake Up” is Fastrack’s appeal to its audience to break free from the social façade. Narrated at breakneck pace, the commercial holds up a mirror to present-day behavior on Social Media that glorifies putting on a show for adulation. Taking pictures of food, or dressing up for the attention - a tireless display of oneself online, to fake an identity online that barely matches one’s real-world self. A story told in two parts, it contrasts two ways of approaching courtship. One by hiding behind the facade of Social Media currency and the other though sheer, honest self-expression.

Happy Mcgarrybowen CEO Kartik Iyer mentions, “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 being run on television along with extensive engagements on social media. Lowe Lintas, Bangalore continues to manage the brand’s creative duties.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/14/phonepe.jpg?itok=se5NI-si
PhonePe launches “Karte Ja. Badhte Ja.” with Aamir Khan and Alia Bhatt

MUMBAI: PhonePe, India’s leading digital payments platform today announced the launch of its new brand campaign “Karte Ja. Badhte Ja.” featuring Bollywood superstars Aamir Khan and Alia Bhatt.  PhonePe is also the official co-presenting sponsor for the television broadcast of VIVO IPL 2020, and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/14/shalimar.jpg?itok=kA_PqWRm
Shalimar Paints has launched its new latest campaign 'ColourALife'

MUMBAI: Iconic paint manufacturer Shalimar Paints, being a responsible corporate has taken a proactive initiative to bring colours to the lives of the blind kids. To introduce the concept of #ColourALife, the brand has transformed the recovery rooms of eye hospitals by painting them with vibrant...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/14/shefali.jpg?itok=d9QkB1EA
Star Sports campaign for ICC Women’s T20 WC 2020 featuring Shafali Verma

MUMBAI: Star Sports has launched a new campaign #TakeOnTheWorld featuring sixteen-year-old Shafali Verma, ahead of the ICC Women’s T20 World Cup set to begin Friday on 21 February 2020. #TakeOnTheWorld uses glimpses of Shafali’s childhood to bring alive her single minded-focus and passion to play...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/14/82_5_Communications.jpg?itok=6_mG6nHV
82.5 Communications makes a mark in year one

MUMBAI: It’s a toddler and it is already boasting of achievements attributable to the big boys in advertising. Mumbai-hqed creative boutique Eight Two Point Five ( 82.5) Communications is the agency we are referring to. It came into existence just a year ago (26 January), as a reincarnation of...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/14/Love.jpg?itok=rW62xHtg
Brands and Valentine's Day campaigns 2020

MUMBAI: Love is in the air and Valentines’s day is not just an occasion for those who love to connect but also for brands to connect with their consumers. This year too, brands are leaving no stones unturned to grab customer’s attention and promote their products. Brands are trying to break the...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/13/sanjit.jpg?itok=6I11kh-j
MyTeam11 appoints Dentsu X as the Digital agency on record

MUMBAI: MyTeam11 - One of India’s leading fantasy sports platforms, today announced the appointment of Dentsu X as their digital agency on record, in furthering their consumer and media outreach program for the upcoming season. MyTeam11 who boasts of a subscriber base of ten million plus presently...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/13/watches.jpg?itok=CBDsiyze
Helix celebrates self-love, life and friendship with the launch of their new collection

MUMBAI: This Valentine’s Day, building on the philosophy of love and friendship, Helix has launched its new trendy collection catering to the needs and wants of Gen Z. The collection is an ideal amalgamation of style and comfort, making it an everyday essential for youngsters. The trendy collection...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/13/lic.jpg?itok=RpSAJJI4
The LIC of India launches its new digital campaign, goes offline to promote the same

MUMBAI: The LIC of India which recently launched a new digital campaign to promote the importance of life insurance in different phases of life, has taken the campaign offline to reach out and engage with the audience, bringing in a personal touch. The campaign called - Smart logon ki clear hai...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/13/alexa.jpg?itok=IeHZXL7l
Here’s how Amazon Alexa is celebrating love this Valentine’s Day

MUMBAI: It’s that time of the year again when there’s a certain magic in the air. When everything takes a little more colour, looks a little prettier, and sounds a bit sweeter. To be in love like that, knows no boundaries; be that of colour, community, age, or gender.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories