Few generations have been as difficult to define as Gen Z. Their interests are fluid, identities constantly evolving, and trends change almost as quickly as they do. For Fastrack, understanding this mindset has shaped its latest brand campaign, ‘Never Same, Never Sane.’ In a conversation with IMPACT Magazine, Danny Jacob, Head of Marketing, Fastrack, discusses the insights behind the campaign, the brand’s culture-first approach, and why analogue watches continue to hold their own in a smartwatch-first world.
Q] Your latest Fastrack campaign, ‘Never Same, Never Sane,’ captures Gen Z’s fluid identities. What inspired the campaign, and how much of that insight was driven by consumer research versus observation?
I’m super excited about this campaign because it’s been long overdue. We personally met over 500 consumers before arriving at the insight. Our core audience is Gen Z and young millennials, but we define them more by mindset than age. They’re experimental, passionate, early adopters, and constantly evolving. We realised it was impossible to define them through a single interest. Unlike millennials, who often identified strongly with one or two passions, today’s generation participates in multiple fandoms simultaneously. Initially, we wondered if that reflected indecision, but they told us it was about the freedom to explore different versions of themselves. That became our key insight—they don’t want to be boxed into one identity.
Fastrack has always been a story-led brand. While our earlier campaigns were driven by consumer tensions, ‘Never Same, Never Sane’ is driven by aspiration. We felt it perfectly captured this fluid Gen Z mindset. We also asked ourselves what role Fastrack could play in this reality, and the answer was simple: for every version of them, there’s a Fastrack.
Q] How did you think of Siddhant Chaturvedi as the face of the campaign?
Chaturvedi was a natural fit because he embodies the very mindset we wanted to capture with ‘Never Same, Never Sane.’ Our insight was that today’s generation doesn’t want to be defined by a single identity—they’re constantly exploring different versions of themselves and moving across multiple interests. He reflects that fluidity. He’s an actor, a musician, and someone deeply connected to youth culture. Through the campaign, we used different versions of him to represent three distinct subcultures—Groove, inspired by music; Overdrive, inspired by Formula 1 and racing; and Wild, inspired by travel and adventure. His versatility helped bring the idea of an ever-evolving consumer to life in a way that felt authentic and relatable.
Q] What does the rollout for the campaign look like, and how has it fared so far?
Beyond the film, we’ve heavily invested in outdoor media across 19 cities, alongside a full-fledged digital campaign spanning Meta, Google, Snapchat, Pinterest and other platforms. We’re also creating experiential activations in malls, where consumers can immerse themselves in passions like music, racing and exploration. It’s still early to share detailed numbers, but the response has been encouraging. The campaign is currently performing around 30–40 per cent above our benchmarks.
Q] We see consumers own multiple watches today. What’s driving this ‘watch wardrobing’ trend, and where do you see it heading?
Today, we’re witnessing a strong trend towards watch wardrobing. Consumers increasingly own six to eight watches because they want different watches for different looks and aesthetics. Whether it’s a grunge core, a Barbie core, an old-money aesthetic or something vintage, there’s a different watch for every version of them. Smartwatches are largely utility products, while analogue watches are fashion products, so the use cases are much broader. My prediction is that the next phase will be the customisation economy. When everyone has access to similar content and products, curation becomes the differentiator. That’s why I believe consumers will increasingly look for products that help them express their individuality.
Q] How has Fastrack’s media mix evolved, and where are you investing the most today?
We’ve always been a digital-first brand, but over the last five years, we’ve moved away from television completely. Today, most of our investments go into platforms like Meta and Google, creator-led content and platform-native storytelling. We’re also doubling down on experiences as physical retail gains momentum. We want our stores to be more than points of sale—they’re spaces for discovery, interaction and social currency.
Outdoor is another key focus. In an increasingly cluttered digital landscape, we believe out-of-home remains underutilised for youth brands. That’s why campaigns like this are featured on metro wraps and outdoor innovations across cities including Mumbai, Bengaluru and Hyderabad.
Q] In a market where smartwatches dominate utility, how are you repositioning analogue watches as cultural and identity purchases?
That’s clearly the intent for us. We are a ‘house of brands’ company—The Titan Company Limited. Within that, we have multiple brands. We have Fastrack, we have Titan, we have Sonata, and we have multiple international brands as well. The core idea, at least for Fastrack, is how we can scale micro-communities as a mass brand. Fastrack is a mass brand, but how can I speak to micro-communities? Because culture today is not uniform. Culture is spread. Hence, I cannot have a one-size-fits-all strategy.
Therefore, we wanted to crack an insight that speaks to all of these people at once. The ‘Never Same, Never Sane’ platform actually speaks to them.
It allows us to speak to very different audiences at the same time—whether it’s someone who follows creators or someone deeply invested in subcultures like music, streetwear or sports. We can create platform-native content that’s tailored to specific communities and interests. For example, we can speak to someone in Chennai, with its own distinct aesthetic, in a way that feels authentic and relevant. That gives us the width and depth to connect with people through their own truth, reality and identity. That’s really the game plan.
Q] As Fastrack positions itself as a fashion-tech brand, what’s the next big shift you’re preparing for?
Because we’re an analog brand, we want to become even more tactile in our approach. Rather than focusing solely on digital experiences, we’re looking at how we can move people from e-commerce into retail and give them memorable brand experiences.
This generation is digitally native and spends a significant amount of time on mobile devices. Because of that, they increasingly crave experiences they can physically feel and participate in. Our focus is on creating experiences that people remember.
PROFILE
Danny Jacob is Head of Marketing, Fastrack at Titan Company Limited, where he leads brand strategy, communications and consumer marketing. With over 15 years of experience spanning retail, fashion, QSR and consumer businesses, he has worked with brands including California Burrito, The Indian Hotels Company Limited, Tata Consumer Products, McDonald’s India and Dish TV. At the youth-focused watch brand, Jacob steers Fastrack’s shift towards a culture-first, digital-led approach, while prioritising youth subcultures, creator ecosystems and experiential marketing. His efforts are directed at keeping the brand relevant to Gen Z and young millennials.
ABOUT THE BRAND
Launched in 1998, Fastrack is one of India’s leading youth accessory brands, with a strong presence across watches and sunglasses. Over the years, it has expanded into categories such as bags, belts and wallets, strengthening its position in youth fashion. Known for its contemporary design language, Fastrack reflects the style, energy and expressions of a generation that values individuality. The brand is available through 158 exclusive stores across 79+ cities, authorised multi-brand outlets and its online platform, fastrack.in.
FACTS
Creative Agency: BRAIN DAD
Mainline Agency: PLEASE SEE
PR Agency: THE OTHER CIRCLE
Digital Agency: HIVEMINDS
Influencer Agency: OTBOX MEDIA SOLUTIONS
