Fastrack unveils new campaign: #PrideInOurPronouns

The campaign is Fastrack’s take on questioning the accepted understanding of the gender binaries

e4m by exchange4media Staff
Published: Jul 4, 2022 2:06 PM  | 2 min read

Fastrack in its stride to break through the stereotype of assumed gender-specific pronouns has launched its new campaign #PrideinOurPronouns. Created by Brandmovers India, the campaign is Fastrack’s take on questioning the accepted understanding of the gender binaries in our society and is a call out to ‘just ask’ instead of misgendering an individual.

The #PrideInOurPronouns campaign conducts a social experiment with teachers testing them through a simple question and urging them re-learn their basics, and accept the choices of other individuals.

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Ajay Maurya, Head of Marketing, Fastrack, said “#PrideInOurPronouns is Fastrack’s attempt to have conversations important to the youth and amplifying them. Our commitment to the Queer community has been longstanding but we feel there is a large scope to also unlearn and urge people to do the same. With this campaign we broke it down to its essence, which is that all we need to do is ‘just ask’ and not presume.”

"This campaign started with a real question. What if we could educate our educators about the importance of asking for or stating their pronouns? The rest fell into place as we all fell in love with the idea. My team was convinced it was time to break some grammar binaries. With checks in place from our queer friends, we proceeded to go all out - starting with our social experiment film ft. Siaan & the curation of a beautiful digital zine put together by our favourite queer creators and allies. I am so proud of "Pride In Our Pronouns'', and hope you all relate to it and love it the way we do," said Arijita Das, Senior Creative Director, Brandmovers India.

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