It's the wedding season, a joyous time for those getting married. But for their exes, it can feel like a dry spell, a difficult and uncomfortable occasion. That’s where Fastrack steps in to help. The brand's new #MereExKiShaadi campaign offers ex-partners the perfect pair of sunglasses to attend their ex's wedding and conceal their true emotions while doing so. The campaign extends Fastrack’s #NecessaryNotAccessory message, positioning sunglasses as a necessity rather than just a fashion statement.
Fastrack’s aim with this campaign is to tap into India's largest purchase occasion – the wedding season. Though unconventional for a brand primarily targeting youth, Fastrack has long been known for defying norms. This campaign kicks off the wedding season with a 1-minute video, setting the tone for the season, followed by two short films and various supporting digital assets.
Maneesh Krishnamurthy, Head of Marketing (Eyewear Division, Titan Company Ltd.), said, “As India's largest-selling sunglasses brand, we continuously look for avenues to grow the category by overcoming consumer barriers. With 'Mere Ex Ki Shaadi', we've leveraged the trend of accessorising with sunglasses at a friend's wedding, but giving it a Fastrack twist.”
Elaborating on the campaign, Arpan Bhattacharyya, Executive Director - Head of Creative, Copy (South), Lowe Lintas, said, "Through #NecessaryNotAccessory, we've built a larger platform idea for the brand. However, when Fastrack wanted to tap into India's growing wedding market, we faced two interesting challenges. First, what would be Fastrack’s unique take on weddings? Second, how could we keep the platform thought alive while maintaining a quirky yet universal perspective on weddings? We sharpened our pencils and got to work, ultimately landing on #MereExKiShaadi. This phrase resonates with every youngster in the marriageable age bracket who has been in a relationship that didn’t work out and now faces the awkwardness of attending their ex’s wedding.”
