Weddings are a time of joy and celebration, but not everyone feels festive when it’s their ex who’s walking down the aisle.
Fastrack, in collaboration with Lowe Lintas, has taken a unique approach to this wedding season with its latest campaign, #MereExKiShaadi. This playful yet relatable initiative offers a stylish solution to those navigating the emotional rollercoaster of attending their ex’s big day: sunglasses.
Taking a lighthearted tone, the campaign is designed to offer a coping mechanism for attendees, allowing them to shield their emotions (and possibly their tears) while still making a bold fashion statement. Fastrack’s signature positioning—#NecessaryNotAccessory—is at the forefront of the campaign, reinforcing that sunglasses are no longer just a fashion accessory but a wedding season essential.
India’s wedding season is notorious for being a time of intense shopping, excitement, and emotional moments. While couples celebrate the happiest day of their lives, their exes might be dealing with mixed feelings. Fastrack’s campaign creatively taps into this moment of awkwardness by offering sunglasses not just as an accessory, but as a tool to mask one’s feelings while still making an impactful style statement.
The campaign begins with a humorous one-minute film that perfectly sets the stage for the brand’s fresh, irreverent approach to wedding culture. The film is followed by two shorter spots that dive deeper into the idea of attending an ex’s wedding and using sunglasses to ‘cope’ with the situation. With a strong digital presence supporting the campaign, Fastrack is sure to make an impact in the midst of one of India’s largest shopping seasons.
As India’s largest-selling sunglasses brand, Fastrack has long been associated with youth fashion and a bold sense of style. With #MereExKiShaadi, Fastrack pushes the envelope by embracing one of India’s biggest shopping occasions—the wedding season. This marks a shift for the brand as it diversifies its appeal beyond casual fashion to a segment often dominated by more traditional accessory brands.
Maneesh Krishnamurthy, Head of Marketing (Eyewear Division, Titan Company Ltd.), shared his perspective on the campaign, stating, “We are constantly exploring new ways to grow the sunglasses category and break through consumer barriers. With #MereExKiShaadi, we’ve turned a common experience—attending a friend’s or ex’s wedding—into an opportunity for creativity and fashion, showing that sunglasses are more than just an accessory—they’re a necessity.”
The campaign’s creative direction was shaped by two main challenges: how could Fastrack offer a unique spin on the wedding season, and how could they maintain the brand’s quirky tone while still keeping it relevant to a broad audience? The solution, according to Arpan Bhattacharyya, Executive Director – Head of Creative, Copy (South) at Lowe Lintas, was found in the phrase #MereExKiShaadi. “This campaign resonates deeply with anyone who’s been through a relationship that didn’t work out, especially those awkward moments when you find yourself at your ex’s wedding,” he said.
By tapping into the relatable emotions of many young adults attending their ex’s wedding, the campaign strikes a perfect balance between humor and authenticity. It serves as a lighthearted reminder that weddings are a mixed bag of emotions for everyone, and sometimes, a stylish pair of sunglasses is all you need to feel confident in navigating the experience.
The #MereExKiShaadi campaign marks a significant shift in Fastrack’s approach, positioning sunglasses as a must-have accessory during wedding season, even for those who may not be the bride or groom. The brand’s ability to pivot and creatively cater to the unique needs of its audience showcases its relevance in the ever-evolving fashion landscape.
Whether you’re attending your best friend’s wedding, an awkward reunion with an ex, or just looking to stand out at a family function, Fastrack’s campaign reminds us all that a pair of sunglasses is more than just a fashion statement—it’s a coping tool.
In conclusion, #MereExKiShaadi is an innovative and timely campaign that merges humor with style, offering a fresh perspective on the emotional rollercoaster of wedding season. With its witty take on navigating personal relationships and a strong digital presence, Fastrack is sure to make a lasting impression this wedding season.
