The generation that grew up being told to “find themselves” has arrived at a different conclusion: it would rather be everything at once.
It is in this cultural moment that Fastrack earlier this year introduced its new brand philosophy through its latest campaign, ‘Never Same. Never Sane.’, featuring Siddhant Chaturvedi as the defining Brand Ambassador – embodying the spirit of a generation that refuses to stay in one lane.
The campaign also marks a decisive new chapter for the brand: one that places Fastrack more sharply within the language of fashion, self-expression and youth culture. At its centre is a clear shift in how the analogue watch is being understood today.
As screens took over function, the watch was freed to mean something else: not utility, but expression; not function, but fashion. Intentional, visible and distinctly personal.
For a generation that dresses less for permanence and more for the era it is in, the watch has re-emerged as one of fashion’s most deliberate statements.
That is what makes this moment culturally significant. As digital life grows more relentless, style is moving in the opposite direction – toward objects that feel tactile, expressive and real. The renewed appetite for analogue is not simply nostalgia. It reflects a desire for objects that feel chosen. The less the watch is needed to tell time, the more powerfully it operates as a marker of taste, mood and identity.
That is where Fastrack wants to be now: on the wrist, certainly, but more importantly, in the style conversation.
With ‘Never Same. Never Sane.’, Fastrack is stepping into that world decisively. The brand is reimagining the watch not just as an accessory, but as a style marker for a generation that refuses to flatten itself into one neat identity.
That freedom to shift, switch and self-invent lives in what Fastrack calls the Multiverse of Hyperfixations – a space shaped by a generation that does not merely engage with culture, but dives headfirst into it. For them, interests are not side notes. They are phases, aesthetics, communities and full-fledged obsessions. To channel that energy, Fastrack has introduced collections inspired by a spectrum of hyperfixations, including Music, Sci-Fi and Racing, with more to follow over time.
Each collection looks to capture a distinct identity and a different expression of mood, movement and individuality. These are not rigid categories, but style codes for a generation that moves seamlessly between subcultures, aesthetics and impulses.
Medianews4u.com caught up with Ranjani Krishnaswamy, CMO, Titan Company Limited
Q. Fastrack now aims to be in the style conversation. What would this entail and what is the gameplan to get there?
When we talk about style, it is often reduced to aesthetics or just looking good. For us, true style goes much beyond that. It’s about personality, identity, and having the confidence to show up as you are in the moment, for the moment. That is the space Fastrack wants to occupy. We are not looking to be seen as just a watch brand, but to be part of the experimental side of style conversation, where people are not afraid to try, switch and redefine themselves.
To bring this to life, we are building it into our DNA across every touchpoint. This includes the people we engage with, whom we call “style disruptors,” those who experiment, have fun with their identity and fashion, as well as our products, and refuse to fit into one box. Our watches are designed with distinct details that add personality and help people stand out rather than blend in.
Q. What goals has Fastrack set for itself? What is the gameplan to get there?
Fastrack’s ambition is to become the coolest fashion accessories brand over the next five years. Driving this ambition is our new brand idea, “Never Same, Never Sane,” which comes from a clear cultural insight. Today’s youth are not defined by one identity. They move fluidly between multiple and often contrasting interests, passions, and versions of themselves.
We call this the “multiverse of hyperfixations,” where a generation constantly switches between obsessions rather than settling into a single lane. And our game plan is to tap into these hyperfixations one at a time and build products, content, and experiences around them.
For instance, our collections already explore spaces like music, sci-fi, and racing, each bringing a distinct aesthetic and energy. This allows us to stay relevant, keep the brand dynamic and show up in ways that feel fresh, real, and true to how young people live today.
Q. How does Fastrack stand out from other watches in the category from a perception, product innovation point of view?
Fastrack stands apart by approaching the category more as a fashion brand rather than a traditional watch brand. And that shift comes from how consumers themselves are evolving and their preferences are changing.
Today, a watch isn’t just a function of checking time, because that has become secondary. It’s about completing a look, expressing a mood, or showing a bit of your personality. That’s why our focus is on creating watches with strong character and a clear visual identity.
You’ll see this philosophy carry through into our product portfolio. We lean into culturally rich themes like sci-fi, oceans and racing, and translate them into bold, expressive designs. The idea is to make pieces that feel interesting and say something about you, not just sit quietly on your wrist.
The result is a range that feels distinctive and connects with people beyond just watch enthusiasts – people who want their accessories to feel like an extension of who they are. Innovation for us is the constant force that makes these cultures come alive on your wrist, interplaying the inspiration of the culture, imagination of the design, and the engineering of the watch movement.
Q. What will the media mix look like for Fastrack? Any change compared with 2025?
Digital continues to be central to our media mix, but we’re also exploring new directions. We’re experimenting with platforms like Snapchat and Pinterest to reach youth in discovery-driven moments, creating content that feels native to those spaces.
OOH worked well for us last year in getting people talking and generating buzz, so we’re scaling it up with more creative, attention-grabbing activations in high-traffic locations.
Alongside this, we’re placing greater emphasis on offline experiences this year. Events, pop-ups, and college activations continue to be core to our strategy. Our partnership with Red Bull MotoJam ’26 and college tours in Delhi showed the kind of energy and connection these moments can create, building real-life touchpoints that stay with people long even after the event. That’s something we want to keep building on going forward.
Q. Siddhant Chaturvedi embodies the spirit of a generation that refuses to stay in one lane. Is there a bit of rebelliousness and not blindly conforming to the status quo involved in the messaging?
This is not so much about rebellion as it is about self-expression, adapting, adopting fluidity to one’s identity.
In fact, compared to earlier generations, today’s youth are less driven by the need to push back against a dominant narrative. Instead, they are motivated by the opportunity to explore multiple identities and narratives, or we can say the many different sides of who they are, sometimes even if they are paradoxical.
This shift is driven by two things. There are far more cultural and social spaces today for different facets of a personality to exist and play. At the same time, being multidimensional carries greater social currency than being one-dimensional.
And Siddhant embodies this quite naturally. His ability to move across different worlds and interests feels very real, and closely aligns with the idea of “Never Same, Never Sane.”
Q. What marketing activities and innovations can we expect in the coming months that will place Fastrack more sharply within the language of fashion, self-expression and youth culture?
We have some very exciting initiatives in the pipeline, but we want to keep a few surprises under wraps for now.
What we can share is that this year will be about pushing boundaries. The idea is to create moments that are not just seen but experienced and felt, that make people pause, notice, and come back for more. Think of these moments as opening small doors into new worlds, each one a glimpse into a “Never Same, Never Sane” universe.
Q. Could you talk about the social media strategy that will be followed in participating in the consumer conversation?
Our approach to social media is all about staying culturally relevant while remaining engaging and entertaining.
We recognise that consumers do not come to brand pages for advertising. Instead, they are looking for inspiration and content that adds value to their feed. With that in mind, we treat our platform as a space for style and culture. This includes working with creators across fashion and subcultures to tap into niche communities, as well as building our own fast-paced, visually engaging content.
The aim is to create a feed that feels natural to explore, where branded content integrates seamlessly into the larger cultural conversation.
Q. Since Gen Z, Gen Alpha value authenticity, are they rewriting the marketing playbook in the luxury category including watches? Also do they increasingly view watches not as utility, function but as expression and fashion?
We are in a time when Gen Z and Gen Alpha have remarkable spending power. And these youngest consumers value something entirely different from the generations before them, authenticity and cultural relevance over brand heritage. Brands aiming to win them over are definitely rethinking the traditional marketing playbook.
Those who are succeeding are those who are clued in on youth culture, building authenticity through creators and speaking to these consumers not just through conventional campaigns but through social-first storytelling.
Also, yes, this is a generation for whom the default way to check the time is smartphones or connected smartwatches. Watches, for them, aren’t about necessity or function anymore. So, the less they needed watches, the more deliberate the choice to wear them becomes. There is a shift from utility to meaning, be it as jewelry, a style signal, identity or an object of taste or status.
Q. Besides Chaturvedi, will Fastrack use influencers for content creation to get the message out? Will it be a smart blend of both?
It is very much a deliberate blend of both.
Siddhant Chaturvedi is anchoring the brand and delivering scale, helping us establish a strong and consistent voice. At the same time, creators bring diversity and depth.
Our brand idea is built around multiple obsessions and identities. For this, it is important to work with a wide range of voices. This allows us to represent different perspectives and subcultures more authentically, making the overall narrative richer and more relatable.
