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