MAM

Fastrack 'moves' hearts with an initiative conceived by Lowe Lintas

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/02/15/fasrttrack.jpg?itok=UhpZuRkR

MUMBAI: One of the most youthful brands in India, Fastrack, has come up with a moving initiative celebrating Valentine’s Day. Conceptualised by Lowe Lintas Bangalore, it addresses the conservative section of the society who have held back the LGBTQ+ community in India from enjoying the liberty to love.

Valentine’s Day celebrations in India have always been represented by young, heterosexual couples and big red hearts. This initiative aims to make this day about not just expressing heterosexual love, but love of all forms, embracing all colours of the rainbow. Therefore, Photography – as a tool for self-expression – seemed like the perfect way to portray the newly legitimized love.

Seven photographers, who were handpicked for their diverse styles, were invited to photograph genuine intimacy between real couples from the LGBTQ+ community across the country. Their photographs have been artistically displayed in public places of crowded metros for all to see. The message of each photograph of every couple is simply to 'move on'.

Commenting on the agency's approach, Sagar Kapoor, Chief Creative Officer, Lowe Lintas, said "As a brand Fastrack has always defined its own 'cool'. This idea is one such expression. Expression of another kind of love. Also in execution, we wanted it to have an unbiased lens. We literally got 7 photographers on board to capture this love through their lenses. The captures are hence their interpretation and not just an execution of a creative brief."

This is the first Valentine’s Day after the repeal of Section 377 of Indian Penal Code. While the honourable Supreme Court has decriminalized homosexuality, the battle for their social legitimacy is far from over.

Ayushman Chiranewala, Marketing Head, Fastrack, Titan Company Limited, added further, "Supreme Court’s verdict on Sec 377 was a step in shaping a progressive generation to come, that, however, has not yet helped change the society’s mindset. While there is a lot being spoken, we saw this day as the perfect start to do something to normalize ‘love’ no matter who expresses it.

The photo exhibition is an attempt at showcasing ‘love’ among some of the most conventionally unconventional couples, free of judgement from society and naysayers. As the brand that has always voiced the youth’s opinion, Fastrack has never shied away from taking a stance this is our way of triggering a discussion the multitudes are shying away from. There’s more to be done by Fastrack to celebrate the different individualities. It’s only the first step from Fastrack to contribute to the efforts of finding acceptance for ‘true love’."

The Fastrack initiative will prove to be a one-off, unconventional medium promoting equality, fair treatment and social acceptance of the marginalized LGBTQ+ community, and their right to live and love.

The initiative is live and aims to build greater awareness amongst people. To this end, the photographs have been displayed at prominent places in Bangalore, Kolkata and Noida.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/12/Yuvraj_Singh.jpg?itok=yL3xgm8X
Yuvraj Singh's endorsement value might slip post-retirement from international cricket

After a glittering career of 25 years, ace cricketer Yuvraj Singh announced his retirement from international cricket on 10 June. The stylish southpaw has been one of the most promising performers on-field and has had an equally challenging off-field journey as well given his fight with cancer.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/sbi.jpg?itok=77v9XLMa
SBI Life launches #PapaHainNa - MeraPapaFormula campaign for Father’s Day

SBI Life Insurance, one of the most trusted private life insurers in the country, today launched an interaction led campaign #PapaHainNa - MeraPapaFormula in the lead up to Father’s Day.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/one8.jpg?itok=WAnK5mI2
Golden shoes on the cricket pitch for the first time

PUMA announced the launch of a special collector’s edition PUMA one8 cricket shoes - A tribute to team India’s prolific captain and PUMA ambassador, Virat Kohli.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/ease.jpg?itok=v_-QHxwE
EaseMyTrip expands its footprint in UK Market

EaseMyTrip.com, (EMT) one of the leading players in the Online Travel Aggregators segment has expanded its footprint into the UK Market.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/isobar.jpg?itok=Pgyxo2ey
Isobar India elevates Shekhar Mhaskar as Chief Growth Officer

Isobar, the digital agency from Dentsu Aegis Network, a global media, and marketing communications conglomerate, has elevated Shekhar Mhaskar to Chief Growth Officer.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/zippo.jpg?itok=-zsH8R2S
Celebrate Father’s Day by adding a Zippo spark to your father’s life

A Father is a son’s first hero and a daughter’s first love. Nothing can even come close to what a father does for his kids.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/godrej.jpg?itok=tDIpeyTx
Iss Cricket World Cup Mei Tension Se Baal Safed? Godrej Expert Rich Crème Hair Colour Thinks Otherwise

Cricket World Cup 2019, the biggest global cricketing event, is finally here. Cricket-crazy people in India are all set to take the world cup fever to another level with hopes from team India winning the global recognition once again.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/tyka.jpg?itok=ikDSNls1
TYKA becomes an official kit partner for Euro T20 Slam

Renowned sportswear and sports equipment brand TYKA has become an official kit partner for the Euro T20 Slam that is going to take place in The Netherlands, Scotland and Ireland from 30th August – 22nd September, 2019.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/santosh.jpg?itok=mL4Yeve8
Mercedes-Benz appoints Santosh Iyer as the head of sales and marketing for India

India’s largest luxury car maker Mercedes-Benz India today, announced an organizational change in its Sales & Marketing function effective from 1st July, 2019.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories