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Fastrack advertises exclusively on Zoom and myEXbox

By afaqs! news bureau , afaqs!, Mumbai | In Media | December 30, 2009
The stylish brand will hog the limelight on the entertainment channel and on the online 'antisocial' network

Fastrack, the youth accessories brand, will carry out a roadblock initiative on entertainment channel Zoom exclusively on December 30 to publicise its products. It has also collaborated with myEXbox, which is an online 'antisocial' network where one can break a relationship by just posting videos, which again gels well with the Fastrack theme, Move On.

Fastrack preferred Zoom as it wanted a platform that would grab the maximum number of eyeballs within the brand's target group. Today's young generation loves music and movies and Zoom caters to both the genres. Hence, it chose the entertainment channel as the perfect media vehicle to promote its merchandise.

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All the available airtime on the entertainment channel have been taken up by Fastrack, which also includes promos and tickers. On an average, within an hour, 12 minutes will be dedicated solely to Fastrack. The ads will start from 7 am and will continue till midnight, making up 204 minutes of exclusive advertising for the brand in the entire day.

According to industry estimates, a ten second slot on Zoom costs between Rs 1,500-1,800.

Bala Iyengar, business head, Zoom, says, "Fastrack connects with the youth and its 'Move On' collection and advertisements will be appreciated by the Zoom audience. This is an opportunity for Zoom to do something innovative and as the year is coming to a close, the brand associates with the 'Move On' idea - a concept endorsed by the channel. Fastrack's creatives will be aired throughout the day and we are proud to partner the brand in the initiative."

On the other hand, Fastrack has designed an advertising model for myEXbox that identifies with the ideology of 'Move On'. The website is a channel for people who want to dump something, right from a relationship to an old house, and move on.

The brand appeals to this concept and is giving a chance to the youngsters to break up the relationship online and on TV in a cheeky manner.
Simeran Bhasin, marketing head, Fastrack, articulates, "It is important to experiment as a youth brand, not only in terms of communication but by utilising all forms of media vehicles. Such attempts are a way to think out of the box."