On the right track

Saw the new Fastrack TVC on air –  Shut up and Move On, but I didn’t see it there first. Fastrack is a brand whose communication i try to follow, simply because i feel that somewhere they’ve got the pulse right.  Of course by doing that, they also end up making customers who don’t fall in their TG demographics (me, for example :D), but thats fine so long as they keep their TG is happy.

So when i read here that a new campaign was on, i googled for the new TVC. Couldn’t find it, and then suddenly remembered that Fastrack is also on Twitter, and knowing the way they’ve been updating, I was sure I’d find a link, and i did. And that’s what’s cool about Fastrack. Not only do they get their communication right, they also experiment extremely well on platforms like Orkut, Facebook and Twitter, which means, unlike the usual lip service that’s done regularly by brands, this one’s actually interested in social media. Even their website seems to be on a wordpress platform.

A search for fastrack on Orkut would throw up quite a few pages with dozens of fan clubs, the largest one having more than 23000 members. Facebook has a few pages and at least 2 fairly large groups. Around 70 followers on Twitter. Just goes to show how well it can work when a good product is also a brand that is willing to have a conversation with its customers.

Even their regular communication smacks of attitude. I remeber a print ad that had a ‘No conditions apply’ with the image of a bull sitting on a closet between ‘no’ and ‘conditions’. Liked it so much that i checked the sale out, and thats how i bought my first Fastrack watch. So Fastrack’s brand manager, take a bow 🙂

Coming back to this ad, it is apparently targeted at singles between 15-25, and has an underlying theme of the generation’s penchant for instant gratification and variety seeking. While they have weaved in Fastrack quite well into a good storyline, i really didn’t like this one as well as say, this, but i think that’s more a problem with the basic premise rather than execution. The basic premise being the promotion of superficiality, especially in relationships. Yup, it perhaps is just another sign that I’m really not the TG 😉

until next, don’t SUMO , have your say

PS. Meanwhile, the other blog celebrated 5 years of existence yesterday 🙂

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3 Responses to “On the right track”

  1. Shefali Says:

    hey!
    Thanks a ton for the great review……it is good to know that there are some kindred souls out there. While we are at it …..let me preen a little bit more…we have actually put up the ad on yahoo for feedback…..and it has drawn polarised response. Some people say it is fab and the others are like “huh?!”. Personally I think any ad that manages to do that is successful ……..differing opinions guarantee more conversations!! Something that this brand loves and lives by
    Shefali
    Brand Manager – Fastrack Wrist gear

  2. yes, i agree on the ‘love me or hate me, but spare me your indifference’ stance, though most brand unfortunately shy away from it, or swing totally one way to create a controversy…

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