'Sorry For What?' asks Fastrack

Conceptualised by L&K Saatchi & Saatchi, the brand's outdoor campaign states that one should not expect youngsters to apologise for anything

BestMediaInfo Bureau | Delhi | December 24, 2014

Fastrack has unveiled its latest outdoor campaign 'Sorry For What?' to portray an unapologetic disregard for what is considered mainstream style and lifestyle. The brand, as always, has a disregard for what is considered acceptable behaviour and has now taken on another expression of this irreverence in its outdoor campaign.

The campaign shows a bunch of youngsters making their own lifestyle choices with statements like 'To hell with the stone-cold painted faces and perfect bodies'. The campaign, created by L&K Saatchi & Saatchi, was launched on December 15, 2014, and will continue till January 14, 2015.

The campaign focusses on the fact that youngsters do not care what others think about them. And if one cannot handle this attitude, one should not expect them to apologise for anything.

The campaign has hit billboards across the country with visuals that showcase products of all categories under the unified campaign theme. The products include latest watches, backpacks, sunglasses and helmets for both boys and girls.

Hemal Panchamia, Marketing Head, Fastrack, said, “We constantly innovate to connect with our audience. We believe in speaking their language and resonating with their thoughts. Our latest campaign does exactly this. Young people today believe in making their own lifestyle choices and not conforming to stereotypes. As in the case of all our outdoor campaigns, we showcase our latest products using interesting imagery under a unified theme.”

Rahul Nangia, CCO, L&K Saatchi & Saatchi, commented, “We wanted to go completely stark with this campaign. So, everything from the models, styling and lighting has been kept completely raw."

The OOH:

Credits:

Agency: L&K Saatchi & Saatchi

Creative Team: Rahul Nangia, Pritam Shettigar, Rishabh Dave, Shahid Shehzad, Ruchika Parab

Business: Anil Nair, Avinash Shenoy, Rohan Kulkarni

Outdoor Agency: Milestone

Media Agency: Maxus

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