Fastrack from the stable of Titan is one of India’s most inventive ‘youth’ brands. Trendy in design and young in patrons, it began with watches, extended into eyewear and aims to reinvent itself as a youth accessories brand. Watches became wrist gear, Sunglasses became eye gear. The Fasttrack ad campaigns with their pithy taglines were open to interpretation and accompanied by product designs which spoke volumes.

Fastrack from the stable of Titan is one of India’s most inventive ‘youth’ brands. Trendy in design and young in patrons, it began with watches, extended into eyewear and aims to reinvent itself as a youth accessories brand. Watches became wrist gear, Sunglasses became eye gear. The Fasttrack ad campaigns with their pithy taglines were open to interpretation and accompanied by product designs which spoke volumes.

In order to define brand Fastrack as a meaning system, we undertook some fundamental interrogations of ideas that lie at the very root of the brand.
What is the journey identity is making? The changing meaning of identity in India and Urbania…who we were to who we are today
What is the language of accessories and what does it say about identity? Accessories as instruments of identity… sacred threads, trinkets, dog-tags, bindis, tattoos, etc
What are we keeping time with? The watch as an accessory…shift in meaning from the critical keeper of time to a backdrop for time
What does it mean to be young today? The youth as a social group…what defines them?
What has Fastrack been telling us? Reading brand communication, product and behaviour.

Through our interrogations, we explored and arrived at key truths about the brand and its context, the true nature of its appeal and the combination of variables that were at work. Our interrogations were individual threads that tied the final solution together.

What we delivered at the end of this project, was a sharp definition of Fastrack that could evoke and direct the endeavors of the brand, in terms of product design, extension strategy, retail design,

The Fastrack brand today is a case in point of how Future Brands can successfully go beyond ‘fixing’ problems or ‘correcting’ strategy. It demonstrates our ability to approach a brand without the need to reinvent it, as well as our capacity to recognize and articulate what is working and why.