Ayushman Chiranewala — Fastrack Talks Marketing Strategy, Activations at Vh1 Supersonic & More!

by  Shantanu Jain Marketing | February 7, 2017 | Interview

Fastrack Vh1 Supersonic

Fastrack is one of the premier youth fashion accessory brands in the country today. Launched in the year 1998 as a sub-brand of Titan, Fastrack soon spun off as an independent brand after it redefined the philosophy of 'cool', targeting the urban youth of the country.

Most recently, the brand has been very active in terms of experience-driven marketing and has associated with the fourth edition of Vh1 Supersonic 2017 as one of the main sponsors. In an exclusive interview with Ayushman Chiranewala, the Marketing Head of Fastrack, we get a lowdown on the marketing strategy of the brand and the experiences it plans to unveil at the festival.

How did the association with Vh1 Supersonic come through and what were the reasons behind it?

Fastrack has always been one of those brands that has been inclined towards experiential. Our association with music-related events started when we came on board as the title sponsors for The Music Run in Bangalore. As a youth-centric brand we feel it is important to engage our audiences in an environment that they like, hence taking this approach, further association with Vh1 Supersonic was a natural turn. The property is one of the biggest music festivals in the country today and we are glad to be associated with them.

What are some of the engagement activities that Fastrack will be executing at the main festival grounds in Pune?

We have pretty exciting stuff up our sleeves to engage the audiences at the festival and we have been doing the same through ‘Campus 101’ editions of the property as well as ‘Supersonic Takeover’ and ‘Supersonic Club Night’ editions of the property. At the main festival, we will be executing activities like Fastrack Mannequin Challenges, Jump Shots, Freeze Time Photo-ops, Excitometer, Fastrack Claw, light-and-sound-based installations, a humongous sunglass installation and so much more.

Have you roped in an event agency to manage these activations?

The Vh1 Supersonic crew will be helping us execute these initiatives on-ground. In line with the festival Fastrack had launched an online contest from where we selected 10 people and gave them the opportunity to come and work with Vh1 Supersonic and grasp the nuances of managing such a magnanimous music festival hands on.

What is the overall marketing philosophy of the brand and what are the marketing mediums you use?

At Fastrack, our core target audience is between the ages of 18-21 years and hence, we must be very interactive, innovative and modern in our approach. The most impactful marketing medium for us is digital as most of our TG is very active there. Additionally, ATL is one medium you can’t do without as it gives you a mass reach. Events and Experiential is an important focus for us too as it helps to break the clutter and engage with our audiences and gain direct feedback. It’s a balance between these that needs to be carefully maintained by any brand to succeed.