With its new campaign titled Shut The Fake Up, Fastrack challenges the norms and tells you to stop faking and to live in the real world. Known to break stereotypes, in its new campaign, Fastrack yet again bears the flag of defiant thought for the youth.
It’s for the people 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? The people who laugh at things they don’t find funny or do they spend too much time in front of the mirror at the gym than the weights?
Though Lowe Lintas, Bangalore continues to manage the brand’s creative duties, this campaign is conceptualised by Happy mcgarrybowen.
In a film conceptualised and executed by Happy mcgarrybowen, Fastrack urges the ‘Shut The Fake Up’ philosophy. With this campaign, it tries to carve 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.
Suparna Mitra, Chief Marketing Officer, Titan, said, “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 youth 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.”
Ayushman Chiranewala, Head of Marketing, Fastrack, said, “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.”
‘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.
Kartik Iyer, CEO, Happy Mcgarrybowen, said, “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.
CEO: Kartik Iyer
COO: Samarjit Choudhry
Creative Team: Vijay Joy, Pranav Karnad and Ajeesh
Account Management Team: Ameya Lokhande and Siddharth Sharma
Creative Producer: Siddharth Vaidyanathan
Production House: Nirvana Films
Director: Kishore Iyyar
Producer: Manjeet Bawa