Adgully Exclusive | How Fastrack going viral from watches to tees: Simeren Bhasin

Fastrack, India's youth-centric brand has always been rebellious in its approach of reaching out to its audience. Campaigns like "How many you have', "Move On', and "Sweet No More' have always kept the brand image loud, and eyeball grabbing. Keeping up with its forthright communication, yet again the brand is back with bare bodied, bold and aggressive digital campaign as it launched its new

Tees collection. An experiment on digital space has created an all over buzz among gen-Y and well that worked well for Fastrack!!

The online activity titled "Don't Stare at my T_ _ S' reiterates Fastrack's bold hard hit messages as it depicts the picture of a Girl sporting but only a Fastrack watch.

The caption on the picture and the online posts on Facebook like "LOOKS LIKE YOU JUST CAN'T STOP STARING; 100 million seconds stared = Over 3 years spent on the site in 3 weeks!" or "I saw a woman wearing a sweat shirt with "Guess" on it...so I said "Implants?"

To know more about this initiative, Adgully caught with Simeren Bhasin, Marketing Head of Fastrack.

Since the entire range of Tees has been designed around the concept of taking cheesy lines usually found on t-shirts and moving them to a range of watches. The brief was a single line: "Get your t-shirts off your chest and on to your wrist". The digital agency for the campaign was 22Feet.

Telling us about the sites that were used and in social media was it only Facebook, she said, "While we are most active on Facebook, with 2.6 million fans (we are one of the largest Indian brands on Facebook), we are also active on Twitter, with a following of almost 7000 tweeple and being among the first brands to join Google+, we also have a growing presence there. Our main strategy was therefore to maximize our fan following on Facebook, amplify it through Twitter and Google+ and ensure frequency and reach was obtained through the buying of key properties on Yahoo and MSN on select days. This enabled us to have a 360 degree online surround for the campaign and gain maximum eyeballs."

Backed by a bold and thought provoking communication strategy has led to a strong buzz being created around the brand Fastrack! | By Aanchal Kohli [aanchal(at)adgully.com]