Fastrack 2.0: The Social Media Logic

After Axe and Sunsilk, Fastrack has decided to test itself in the web2.0 space. It was the obvious next step for this youth fashion brand from the house of Titan. Fastrack has gotten the chemistry going, they created quite a buzz with their ‘how many you have man?’ campaign. Operating in an attractive price band, Fastrack had vibrant designs at the other end of the buzz, waiting to flatter the eager customer. And none were disappointed.

Today Web 2.0 is a gregarious place to be in. The blogs, forums and communities are bursting with youth and eclectic conversations and a brand that targets them ought to be in it. The density of players in this field is light and most are still grappling with the social networking phenomena. So it only makes sense to make hay while the sun shines. Although some brands have made a brave foray into this dynamic space where the consumer controls the communication, most Indian brands are still reluctant and skeptical since they have no means of analyzing the ROI that web 2.0 is bringing in.

Fastrack has however, struck the right chord with the internet savvy youth. Axe, which clearly set up the first virtual campus, now has Fastrack on its heels. Both the brands specialize in different subjects one borders on the art of seduction and the other on fashion. The spunky new space on the web has made Fastrack a new cool place to hangout while online. The collection displayed in a diary on a chaotic desk caught my fancy. The brand has lunged headlong into social networking, they even have fan clubs on orkut and facebook.

The brand’s foray into eyewear was another strategic move. Fastrack eyewear signed John Abraham as their brand ambassador, a perfect fit for the brand. A biker who endorses bike brands is now endorsing a bikers’ accessories brand. It couldn’t get any better than this.

The new collection of neon disc watches has been a tad bit disappointing. After watching the catchy 15 seconder on air, I went to the store to check out the new line, somehow it doesn’t come across as innovative or new. However, a brand like Fastrack, that has gotten everything right in the past, is allowed a few tasteless slips.

TVC Hots & Nots - Parachute Advansed

I totally love the new 'Parachute Advansed - Gorgeous Hamesha' commercial that has been on air recently. The ad doesn't directly talk about the product yet the intrensic benefit of the product comes through very clearly. Its feel good track and simple execution makes this commercial an example of great advertising, that helps build strong brand vaules for the company and phenomenal recall for the product.



The ad resonates well with its consumers, with its base line 'Gorgeous Hamesha' this ad makes me (their target consumer) feel really good about myself. And the whole stickness and phobia associated with hair oil is very clevery masked.

A clutter breaking ad that has all the right ingredients to strike the right chord with its consumers and to build a great brand.

F-C-U-K Fashion

The attention-grabbing marketing ploy of naughty-but-nice British fashion retailer French Connection, reborn in 1997 under the brand "FCUK" borrows shock tactics in equal measure from 1970s punk rock group the Sex Pistols and rival clothing retailer Benetton, The controversial campaign was an enormous success for several years

French Connection is a clothing company first established in United Kingdom in 1969 and was mainly aimed at the youthful demographic. Over the last decade it has reinvented itself for the new generation shoppers and has now evolved to be a cult brand world over under the name FCUK which they claim is the acronym for French Connection United Kingdom. The company has recently announced the 'fcuk' label is to be phased out.

Their communication is a ...

Word Game

Misspelt words - whoever said one has to know his spellings

Attitude

Their advertising oozes with controversial, rebellious, and blatantly kinky attitude. Be it enormous billboards or their store display the brand has tantalized and infuriated people with words. It raised the bar for young advertising professional.