Tuesday, May 06, 2008

Brand Update : Fastrack

Fastrack is moving on. The latest campaign of Fastrack presents a significant deviation from the earlier positioning. The brand is running a new TVC with the new slogan : Move On

Watch the TVC here : Move On

According to agencyfaqs, the brand is trying on multiple presentation platforms. That means multiple levels of positioning and experimenting with different themes and slogans. While the target segment and the personality of the brand remains the same, the marketer will not stick to a specific message. A classic example of this type of strategy is that of Pepsi. The brand tries to add freshness to the entire brand communication without sticking to a core theme.

So Fastrack is moving away from the earlier theme revolving round multiple ownership which was reflected in the slogan " How Many You Have? "

The new ad is fun to watch but predictable and lacks freshness. This concepts has been used by lot of brands lot of times. While the earlier slogan had a purpose ( to make customers buy more) , the new theme is aimed at building a persona around the brand. The brand chose irreverance and noncommittal enjoyment as the main brand persona.

The brand still remains youthfull targeting the age group 15-25.

The new ad is about two young lovers ending their relationship and moving on ( without any remorse or sadness). In a report in agencyfaqs, the Lowe's creative director Mr RajeshRamaswamy defended the theme by saying that " Today's generation live in instant gratification.Without commitment they seek variety ". The brand is trying to catch that personality.

That is true to certain extent. But my doubt is whether this attitude is universal or homogeneous across the urban youth segment. I have seen this type of non-committal behavior among college graduates but when looking at the percentage, it is hardly 20-25%. They exhibit the same irreverence and non-committal attitude. But the majority are ordinary young guys/gals.

Most of the new brands that targets the youngsters are speaking the same language of irreverence , flirting, non-committal rebel types. The brands like Motoyuva and Virgin Mobile shows almost the same personality profile.
So my doubt is are all Indian youngsters are like these so called DUDES who have lot of girlfriends to chose and goes to late night parties and live a life that these brands portray ?

I guess not .

What do you think ?

Related Brand

image courtesy : agencyfaqs


  1. Surely not all youth are 'DUDE' type. But surely 'DUDE' types are more likely to have fashion conciousness and hence more likely to buy fast track. In this context I guess the positioning of fast track is justified.

  2. Anonymous8:48 PM

    As said everyone might not be a DUDE but then this trend is catching up in a no of places....leave the metros even tier 2 cities have adopted to this kind of culture....so i beleive this positioning is correct.


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