Monday, December 22, 2014

Brand Update : Where is Fastrack heading ?

afaqs! today carried an interesting piece about Fastrack's new OOH campaign titled " Sorry for What".The new bold campaign features various models showing their shaven heads, unshaven armpits, guys wearing thongs and with nipples pierced . The campaign has the theme " Sorry for What ".  

Over the last few years , the brand has been trying to project itself as an iconoclastic brand. I think the brand is trying little too hard in driving its message. While the attempts are creatively nice and clutter breaking, the brand seems desperately trying to create controversy propelled image probably inspired by the likes of UCB.

Although there is nothing wrong in trying to be the Indian UCB, the brand should not be seen trying too hard to be rebellious. Its always uncool if you are making an effort to be Cool.

One grouse about this brand is that although the brand is for the younger crowd, the brand is pricing itself out of the market. No advertising can justify an out-of-value pricing. Fastrack's recent helmet launch was  priced too high to justify the value.

Having said that , I like the way Fastrack trying to create a differentiation using the brand image. It is experimenting and one should give credit for that.