Fastrack – A Brand known for its irreverence has come up with a new campaign – which takes the positioning of “Care Damn” attitude a notch further. I know they are not targeting me any more – and these opinions don’t really matter to them. However expecting a response from Fastrack is the last thing on my mind when I write my thoughts on why this is leading my young friends to “Rebel without a cause” world.
While I have nothing against the brand and do admire some of their work and the clarity which their marketing team has which I found in my interactions with them, my observations are around how this attitude is pushing the envelope a lot further then what is needed in todays youth. I have two key observations on why this campaign has got it all wrong.
Too Trivial a cause
Sorry for what is a bold statement indeed. Nobody – not just youth today want to be sorry and hence there is a lot ofself- righteousness and self-respect in this statement. In my views – cracks start appearing only when you dig deeper to identify the context.
If the campaign would have pushed the youth to be self righteous and upright on its views about issues like – not giving way to a bully in college, accepting gay friends, Taming your tomorrow to be in alternative careers etc It would have stood true to its premise of being a rebel – but with a purpose and a reason in mind.
When you don’t feel sorry about shaving your hair or not shaving your armpits, or piercing your body – well by all means you can do so, however it is pushing the entire thought process to be too individualistic. Me not shaving my armpits is absolutely not a reason big enough for anyone to object and for me to feel sorry.
It is too trivial an issue for anybody and a brand like Titan/Fastrack to associate with. While I appreciate that society is becoming more individualistic and hence some may relate with it – it misses the larger context of keeping the communication positive and challenging for the audience it is intended to.
My fear is youth may mis-interpret and get inspired to rebel for such trivial issues and loose the focus of what they need to rebel – if at all they have to – and which they must. If the rebel could be for a cause, which is a boon for the modern world and society – this could be a campaign worth many accolades.
Associating with trivial issues and fanning the rebel feeling is very easiest and too low in my views a thought for a brand like Fastrack to latch on to.
Fanning unapologetic behavior
On a separate note feeling sorry for something, which offends your family and friends, is a good habit – not a bad habit.
My second fear is that this pushes the attitude of not caring for society at large too far. I will do what I want and the way I want – well let us not forget that we live in a society and there are few things which are good for society at large.
A brand pushing this thought using such trivial issues makes one feel that I need not be sorry for anything which I do – trivial it is today – tomorrow it could be much grave issues like – robbery, assault, crime, or softer crimes like – dis respect for laws and societal norms at large.
I think it questions the value system at large – which is not a great thing for any brand to do. A brand must stay relevant to its constituency – yet challenge them to push for more. Question is doing more is not doing more wrong things.
As I stated earlier- this may be actually a compliment to the brand that they have definitely alienated people like me – and that could be a success metrics for them – still I think I must not be “sorry for speaking my mind”.