Fastrack’s new campaign, Mere Ex Ki Shaadi, targets the awkwardness felt by exes attending their former partner’s wedding. The campaign positions sunglasses as a necessity, in line with the brand’s #NecessaryNotAccessory stance. Fastrack aims to tap into India’s wedding season, an unconventional move for a brand that primarily appeals to youth. The campaign starts with a 1-minute video, followed by two short films and digital content.
Maneesh Krishnamurthy, Head of Marketing (Eyewear Division, Titan Company), explained the campaign leverages the trend of wearing sunglasses to weddings with a unique Fastrack twist. Arpan Bhattacharyya of Lowe Lintas added that the campaign resonates with young people who have experienced the discomfort of attending an ex’s wedding.