Building A Smart+Watch Brand ⌚️

Fastrack was known as India's most irreverent youth brand. It played up the traits of an emerging India—brash, experimental, full of attitude.

However, attitudes were changing, or evolving, by the mid 2010s. The brand was still pegged on irreverence. But the demand for products had changed. The youth craved more tech.

We were tasked with balancing this evolution of brand and the attitudes. We had to reframe the strategy to fit this refined, discerning mindset, with products that were either tech-adjacent, or a pure wearables play.

Our strategy was simple: find commonality between a trait of the youth and the product.

It could be a name—young people are always looking for loopholes to get out of something… Fastrack Loopholes!

Fastrack Reflex helps you find your phone—don't be a loser (of phones!).

This strategy paid off, with adoption increasing be 5-8% YOY. Here are some examples.