Billboard of the week: Fastrack’s campaign

“Fastrack’s OOH campaign for its backpack range is focussed and minimal; it has outstanding images,” says Himanka Das of Carat Media

e4m by Priyanka Nair
Updated: Dec 6, 2012 11:32 PM
Billboard of the week: Fastrack’s campaign

Fastrack, known for its smart advertising strategies, always plays up the glamour quotient. This extends to its outdoor advertising campaigns too. In the last few months, the brand has rolled out interesting outdoor campaigns in clusters for its various categories.

This week, Himanka Das, Senior Vice President – West, Carat Media picks Fastrack’s latest campaign for its backpack range, running in Mumbai, as the billboard of the week. The hoarding site has been provided by Global Advertisers.

In conversation with exchange4media, Das talks about why he found Fastrack’s campaign impressive.

The billboard that caught my attention this week is...
Fastrack’s latest backpack campaign

I spotted it at...
South Mumbai and Juhu – my arterial route from office to home

It stayed with me because...
The images that Fastrack used on various outdoor media formats are outstanding; it looks as if an actual backpack is displayed. As people see it on the move, messages on an outdoor media format have to be minimal and focussed, and context has to be relevant. Innovative formats in a campaign are also important to stand out in a clutter. Fastrack has done a good job of getting these elements in place through this campaign.

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