Detailed Analysis: Fastrack's 'Move On' Campaign Marketing Strategy

This case study analyzes Fastrack's 'Move On' campaign, a marketing initiative by the youth fashion brand owned by Titan. The campaign, targeting the youth demographic, aimed to challenge societal norms and connect with the audience on an emotional level. The analysis covers market trends, SWOT analysis, and campaign objectives, including the strategy to encourage youth to embrace modern realities and support the LGBT community. The execution involved graphic elements and thematic branding with music, leading to significant engagement and social impact. The campaign's success is measured by its social media reach, positive reception, and contribution to brand awareness. The study also explores the campaign's learnings, highlighting its role in shifting the brand's focus and challenging social conservatism. This document provides a comprehensive overview of the campaign's strategies, execution, and outcomes, offering insights into effective youth marketing.

FASTRACK
MOVE ON
CAMPAIGN-
THE CLOSET
BY-MEGHA MALVIYA

Introduction
Fastrack is a youth fashion brand(accessories brand)
from the house of Titan, established in the year 1984
Titan Company Ltd.is an Indian designer and
manufacturer of watches, jewelry, precision engineering
components and other accessories including sunglasses,
wallets, bags and belts.
It is a joint venture between the Tata group and
Tamilnadu industrial corporation development

Most provocative ad-
tongue-in-cheek
advertising

Market Analysis
• According to a new research report, “Indian women wear market forecast for 2015", by RNCOS, the
influence of western culture has triggered a growing sense of fashion among the Indian women.
Increased awareness about latest fashion has boosted the market for fashion accessories, which
includes handbags, belts, artificial jewelry and footwear.
• The growth in fashion accessories market has been driven by:
Increasing desires of people to look good and feel good,.
Initiating innovations by fashion designers in this segment.
The ‘mix and match’ trend has also propelled demand for fashion accessories in the
market
Country is witnessing mushrooming up of a large number of online retailers who aim to
capture a large consumer base through online advertisements.
The growth in fashion accessories market in India is making it surge at a CAGR of more than
14% during 2012-2015.

Market Trends
Fashion has been a significant segment in the evolution of Indian retail
industry:
Not due to its size
but the way it has
influenced the
Indian lifestyle
With the rising disposable
income and consumer’s
'Look Good, Feel Good'
attitude, fashion
accessories are gaining
popularity among
consumers
“Customers are
evaluating their spending,
more money get
allocated to accessories
as they are used more
often to complete the
look.
” Currently, fusion in its many
variations is the biggest trend around
and it will get bigger in future.”
As more people start
to appreciate the
value fashion brings
to them, they are
bound to mix and
match the new with
the comfortable. Also,
television and social
media make the latest
in fashion available in
an instant.

SWOTGood Distribution Network –
over 100 Fast track stores across 50 towns
with Titan Service Centers across India
High youth connect – Positioning as a youth
stylish brand
Fast changing designs -To keep up with latest
trends
One of the most trusted brand in India
Excellent advertising and brand visibility
connecting with the youth
Has a diverse portfolio of watches,
sunglasses, bags, wallets etc.
Products have a short life due to
changing trends
Adds to the cost of production
Limited global reach despite being a
popular brand
Strength
Weakness

CONITUED…
Fast growing youth segment presents
growth opportunities
Global penetration would help brand grow
and target youth worldwide
Tie-ups with fashion houses and special
schemes for youth
Youth segment is price sensitive
Entry of foreign players has led to
tough competition
With lots of options available, brand
switching is quite high
OPPORTUNITY
Threats

Move On-The Closet campaign

“Move on” –The Closet camp
Objective
Embrace it if you
possess it and
move on from
the norms that
have shackled
you from doing
so all this while
Appeals to the
youth of today
who are
aggressive and
passionate and
ultimately lead to
a better brand
connect.
The Fastrack
campaign draws
inspiration, the
youth of today
and hopes to
liberate them
from the pre
decided moral
rules of the
society."
Redirect the
blame that youth
face from
everyone around
them.

The strategy was to
urge the youth to
come out of their
shell and be mature
enough to face and
accept the realities of
modern world and
fight against the
immoral social
taboo’s
Another strategy of
Fastrack is taking
stand on
Homosexuality
Bring social change by
targeting even LGBT
community, through
this ad they made an
emotional connection
with this community.
S
T
R
A
T
E
G
Y

It’s a thematic brand
campaign with subtle
cues of the brands range
of products with a feel of
music the youth would
identify with.
The execution style is
graphic with certain
elements (like the
yellow landline
phone)adding to the
overall effect
E
X
E
C
U
T
I
O
N