Interview Times 
The new marketing campaign ‘Be Both’ for the legendary Indian watch and accessories company Fastrack has successfully connected with the brand’s core demographic: India’s young people. The ad campaign applauds young people for comfortably balancing competing worldviews. Fastrack celebrates this new period of adolescent expression with #BeBoth, which focuses on clothes. Fastrack has signed on Vijay Deverakonda, the country’s most beloved young actor, as the face of its advertising campaign.
The campaign features a variety of subtly dramatic, seriously playful, prim, and improper fashion inconsistencies to illustrate the polar opposites that make up young people’s everyday life. Inspiring people to “Be Both” (i.e., proudly display their polarities) is central to the brand’s mission.
In this campaign, we’re showcasing 15 different timepieces, each of which combines apparently incompatible design aspects. Young men may choose from automatic, chronograph, and multifunction styles, while young ladies can choose from a variety of blingy rose gold bracelet styles. Fastrack’s #BeBoth collection can be purchased for between Rs 2995 and Rs 9995/-.
“With this brand campaign, Fastrack has thrown a spotlight on the contradictions that define the lives of the youth and are integral to the way they express themselves,” said Ajay Maurya, Head of Marketing and Product at Fastrack. BeBoth celebrates this facet of young people’s culture, positioning the brand as a form of self-expression via clothing. Vijay Devarakonda, a skilled trendsetter who adds authenticity, variety, and a lot of flair to the campaign, is the ideal ambassador to reflect Fastrack’s new brand approach, and we couldn’t be happier to work with him.
Brand ambassador for Fastrack Vijay Devarakonda exclaims, “I’m psyched to be working with Fastrack. The company has always tapped into cutting-edge information regarding young people, and this ad is no exception. I found great meaning in “Be Both,” with its theme of embracing one’s own inconsistencies. I am especially thrilled with the artistic way to which this novel observation has been applied.
Available at Fastrack and Titan World Stores, Multi-Brand Outlets, Lifestyle and Shoppers Stop, and online at www.fastrack.in, Flipkart, Amazon, and Myntra, the timepieces of the Fastrack ‘BeBoth’ Collection may also be purchased in the United States.
