Fastrack, India’s leading youth fashion brand, has launched its latest timepiece collection titled ‘Groove’, celebrating the energy and creativity of India’s evolving music scene. The campaign challenges convention and invites young consumers to rediscover originality through the rhythm of self-expression.
Drawing inspiration from disco aesthetics, vivid stage lighting, hardware textures, and dynamic soundscapes, the Groove Collection transforms these cultural elements into stylish, bold watches priced between INR 2500 and INR 6500.
The campaign’s central message, “Funk The Algorithm, I’ll Go Rhythm,” speaks directly to Gen Z and millennial audiences who seek authenticity in a digital world driven by sameness. Fastrack’s narrative encourages unplugging from the expected and dancing to one's own beat.
To amplify this vision, Fastrack partnered with Crab Culture, an experimental music collective, featuring artists such as The Yellow Diary, Reble, Gandhar, Feni, and Dhanji. These talents, hailing from cities like Pune, Ahmedabad, and Shillong, created genre-bending tracks in unconventional locations including bookstores, elevators, and amusement parks.
The campaign has already gained social media traction with over 30 influencers, from DJs to fashion creators, sharing their take on the Groove Collection through music, style, and content.
Danny Jacob, Head of Marketing at Fastrack Watches, stated, “Groove isn’t just a collection or campaign. It’s a movement that celebrates creativity and individuality. For our audience that values authenticity, we wanted something fresh and rule-breaking.”
The Groove Collection is now available across Fastrack stores, online at fastrack.in, and through Titan World and authorized retail partners nationwide.
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