Fastrack, one of India’s most iconic youth brands, was planning to make its first foray into perfumes. We partnered with its creative agency, Virtue, to develop its positioning and comms strategy. Our challenge was to help translate Fastrack’s youth brand power into the well-established category of personal fragrances…
It is not easy to translate the free voice of the youth to a category that is largely boxed into magnifying anxieties (deos) and amplifying transformations (perfumes), but Fastrack is the kind of brand that has the equity and experience to do this. Its perfumes are in the market now and determined to build a youthful narrative—you can watch one of the early ads towards this ambition here.
Fastrack, one of India’s most iconic youth brands, was planning to make its first foray into perfumes. We partnered with its creative agency, Virtue, to develop its positioning and comms strategy. Our challenge was to help translate Fastrack’s youth brand power into the well-established category of personal fragrances…
It is not easy to translate the free voice of the youth to a category that is largely boxed into magnifying anxieties (deos) and amplifying transformations (perfumes), but Fastrack is the kind of brand that has the equity and experience to do this. Its perfumes are in the market now and determined to build a youthful narrative—you can watch one of the early ads towards this ambition here.
