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Fastrack which recently announced its new positioning with a new campaign #youdoyou has

onboarded influencers and celebrities to amplify the new brand positioning.

The campaign that is targeted at Gen Z asks people to embrace themselves. The brand has collaborated with celebrities like Ananya Pandey and influencers like Karan Sareen. They have also collaborated with popular Instagram pages like Yuvaa and Madovermarketing.

According to the data provided by content marketing company Sheeko, the influencer marketing campaign has a cumulative reach of more than eight million while the total spends by the brand is estimated to be around Rs 60-70 lakhs.

Instagram posts by influencers and celebrities:

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A post shared by Yuvaa (@weareyuvaa)

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A post shared by PKB (@prableenkaurbhomrah)

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A post shared by Priyal Tiwari (@priyaltiwari_)

The campaign spreads the message of ‘being you’ and shifts the brand’s communication from “move on” to “you do you” which motivates acceptance among the younger generation aka Gen-Z. The brand has mainly focused on using Instagram stories and reels to reach the audience.

The campaign films and messages talk about staying comfortable in your skin, being positive

about your body, and individual experiences of self-love.

“Since its inception, Fastrack has keenly supported the boldest choices of the young generation; encouraging them to share their true identities with the world. This is why Fastrack advertising has always been on the cutting edge of free-thinking. As the world comes to terms with a radically altered reality, the youth of today have also demonstrated a remarkable ability to adapt and explore new ways of expressing themselves. Our objective was to capture the true essence of their multi-faceted identities and tell stories that resonated with their real lives. With ‘You Do You’, Fastrack aims to embolden their authentic selves and continue on their path to fearless self-expression,” said Sonali Khanna, Executive Director, and Branch head, Lowe Lintas, South.