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Fastrack Ad Deconstruction

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Saloni Jain
Saloni Jain

Fastrack Ad Deconstruction on three terms: Marketing, Consumer Behaviour and Positioning, and PR Communications

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Fastrack Deconstruction
Fastrack Ad Deconstruction
COMMUNICATIONCONSUMER BEHAVIOURMARKETING CREATIVE IDEA: Come out of the closet Advertising PR Digital POSActivation BRAND IDEA: Move on MEDIA INTERFACE TV OOH INTERNET POSINTERACTIVE WHAT & HOW of Consumer behaviour: Now watches are seen more in terms of a fashion accessory than timekeepers. Fastrack-cool brand and associated with the young and free spirit. Unravelling CI: Fastback is challenging societal conventions, as an extension of its 'move on' philosophy. It is redirecting the blame that the youth of today face from everyone around them CONSUMER INSIGHT: The rebellious youth likes to associate itself with brands which stand out and Fastrack uses funky, edgy and provocative ads for its youth oriented audience. It gives the youngsters the license to do what they want and not hold back. What do they care: Discrimination based on sexual preferences is still prevalent and the brand tends to do away with these stereotypes. Fastrack allows the youth to "Blame Fastrack and Move On". Positioning: BRAND INSIGHT : Cool watches for the young WHICH, WHAT & HOW of Product: casual watches from Titan (fashion accessory) WHO & WHY of Primary TG: Urban college going youth, students,bikers collection* WHICH, WHY & HOW of market: Tier 1 and Tier 2 Metro cities MARKET DYNAMICS: The size of the Indian time wear industry is estimated at Rs 4,000-4200 crore.It is expected to grow at 12-15 per cent in next few years. A large part of this growth is expected from youth and luxury segment of consumers. Fastrack contributes the largest share of profit to Titan i.e 30-40% WHO,WHY & HOW of competition: Timex, Casio, Swatch
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Fastrack Ad Deconstruction

  • 3. COMMUNICATIONCONSUMER BEHAVIOURMARKETING CREATIVE IDEA: Come out of the closet Advertising PR Digital POSActivation BRAND IDEA: Move on MEDIA INTERFACE TV OOH INTERNET POSINTERACTIVE WHAT & HOW of Consumer behaviour: Now watches are seen more in terms of a fashion accessory than timekeepers. Fastrack-cool brand and associated with the young and free spirit. Unravelling CI: Fastback is challenging societal conventions, as an extension of its 'move on' philosophy. It is redirecting the blame that the youth of today face from everyone around them CONSUMER INSIGHT: The rebellious youth likes to associate itself with brands which stand out and Fastrack uses funky, edgy and provocative ads for its youth oriented audience. It gives the youngsters the license to do what they want and not hold back. What do they care: Discrimination based on sexual preferences is still prevalent and the brand tends to do away with these stereotypes. Fastrack allows the youth to "Blame Fastrack and Move On". Positioning: BRAND INSIGHT : Cool watches for the young WHICH, WHAT & HOW of Product: casual watches from Titan (fashion accessory) WHO & WHY of Primary TG: Urban college going youth, students,bikers collection* WHICH, WHY & HOW of market: Tier 1 and Tier 2 Metro cities MARKET DYNAMICS: The size of the Indian time wear industry is estimated at Rs 4,000-4200 crore.It is expected to grow at 12-15 per cent in next few years. A large part of this growth is expected from youth and luxury segment of consumers. Fastrack contributes the largest share of profit to Titan i.e 30-40% WHO,WHY & HOW of competition: Timex, Casio, Swatch