Fastrack's 'Be Both' campaign celebrates youth's dualities with Vijay Deverakonda as brand ambassador

Fastrack has launched a new campaign ‘Be Both’ featuring brand ambassador Vijay Deverakonda.

The campaign celebrates the youth’s effortless straddling of contradictory ideas, beliefs and attitudes.

The campaign film uses a split-screen effect to highlight the juxtaposition of contrasting realities in the lives of the youth. The interplay of real and graphic design elements reflects the philosophy of the campaign. Descriptions such as “Subtly Dramatic” and “Seriously Playful” encapsulate both the product look and the brand's philosophy of "BeBoth”

Ajay Maurya, Head of Marketing and Product, Fastrack, said, “With this brand campaign, Fastrack has thrown a spotlight on the contradictions that define the lives of the youth and are integral to the way they express themselves. ‘BeBoth’ hails this aspect of the youth’s lifestyle, making the brand a part of their fashion expression. We are thrilled to partner with the talented trendsetter, Vijay Devarakonda who brings authenticity, versatility, and a lot of style to the campaign, making him the perfect ambassador to represent Fastrack's new brand ethos.” 

Devarakonda said, “I am really kicked about this collaboration with Fastrack. The brand has always picked up the most interesting insights about the youth and continues to do so with this campaign. ‘Be Both’ with its message of celebrating the contradictions in one’s personality and choices resonates very strongly with me. I am particularly excited about the fashionable creative expression that has been given to this unique observation.”            

Ram Cobain, Chief Creative Office, Mullen Lintas said, “Much before ‘social’ was a buzzword, Fastrack has been a brand that’s lived among people. Our digital-first campaign is the voice of the youth of today. For the Zillennials, an oxymoron is a muse. And contradictions are to be embraced as a reflection of who they are. They can be attention-seeking introverts, spiritual atheists...it’s like they’re living two lives at once. #BeBoth is Fastrack wearing pop culture on its swanky sleeves, signaling a pivot into fashion-first conversations with its trademark swagger intact.”

Be Both campaign:

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