Mumbai: The wedding season is a time of joy and celebration for couples tying the knot. But for their exes? Not so much. This season, Fastrack crashes the party with its latest campaign, #MereExKiShaadi, offering a stylish coping mechanism—sunglasses. The campaign takes a lighthearted yet relatable approach, helping attendees shield their emotions (and maybe their tears) while making a bold style statement. Extending its #NecessaryNotAccessory positioning, Fastrack reinforces that sunglasses are more than just fashion—they are a wedding season essential.
Through this campaign, Fastrack strategically taps into India’s largest purchase occasion—the wedding season, a bold move for a brand primarily associated with youth fashion. The campaign kicks off with a one-minute film, setting the tone for Fastrack’s unique take on weddings. This will be followed by two shorter films and supported by an extensive digital push.
Maneesh Krishnamurthy, Head of Marketing (Eyewear Division, Titan Company Ltd.), shared insights on the campaign, stating, “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 accessorizing with sunglasses at a friend’s wedding, but giving it a Fastrack twist.”
Further elaborating on the creative direction, 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.”
Credits:
Team Fastrack: Maneesh Krishnamurthy, Aarzoo Garg
Agency: Lowe Lintas
Creative: Arpan Bhattacharyya, Sahul Patri, Sameer Gupta
Account Management: Shreyas Upadhya, Arunima Sardar, Juveria Nain
Planning: Adhith S
Production House: This is That
Director: Shihab Karim
