Brand in action: How Fastrack is both edgy and inclusive

Fashion accessory brand Fastrack is known for its cheeky communication in India; Head of Marketing Ajay Maurya tells WARC how it has consistently been able to deliver the right message to youth and understand them better while being inclusive and woke.  

Over the years, the brand has made sure its conversations with its audience have been relevant, relatable and contemporary, as is evident from the launch of its latest brand campaign focusing on celebrating the aptly titled “You Do You”.

Key insights

• Digital and social platforms have the power to allow a two-way conversation with Gen Z and its micro-cohorts.
• To promote inclusivity, Fastrack engages the LGBTQIA community and youngsters who have diverse perspectives.
• All of Fastrack’s conversations have been edgy and witty, with a clear message that doesn’t hurt anyone’s feelings.