MAM
Fastrack asks people to Shut The Fake Up
MUMBAI: Long before people knew what cool was, there was Fastrack! Customary and conventional, are words you would never find in Fastrack’s vocabulary. Known to break stereotypes, in its new campaign, Fastrack yet again bears the flag of defiant thought for the youth and by default, the future.
Do you know someone who puts up a filter for the sake of it? Someone who uses a hashtag not knowing what it stands for or goes to parties just to be socially relevant? Do you laugh at things you don’t find funny or do you spend too much time in front of the mirror at the gym than the weights? Fastrack has four real words for you-Shut the Fake Up!
Brought to life in the film by Happy McGarrybowen, Fastrack urges this very philosophy. With this campaign Fastrack challenges the norms and carves a pathway for millennials. Be it being big and beautiful, being online or offline, or simply being different and unique in your own way. It’s all about being real – online and off it.
Titan chief marketing officer Suparna Mitra says, “Following our tradition of being in tune with the language of the youth, this campaign fits in, seamlessly. Fastrack has always spoken the language of the you.th and this TVC is no exception. Set in a relevant background, the film represents many quintessential elements to today’s youngster; from a simple chat, to actually meeting the person. The TVC borrows from the archetypal ‘boy meets girl’ narrative and showcases two versions of your life – with and without Fastrack.”
Fastrack head of marketing Ayushman Chiranewala adds, “Fastrack being a young brand has always been the candid voice for the millennial generation. The brand has always stayed true to being unapologetic and bold in its communication. The new ‘Shut the Fake Up’ campaign is testament to the brand’s longstanding philosophy of being true to yourself and breaking status quo. As part of the larger campaign, the brand looks to ignite amongst its audience the thought of living their lives on their own accord, and we at Fastrack celebrate this individuality.”
Today’s youth have everything that the world has to offer. From Facebook to Twitter and Snapchat to Instagram, there is nothing too obscure for this generation. “Shut the Fake Up” is Fastrack’s appeal to its audience to break free from the social façade. Narrated at breakneck pace, the commercial holds up a mirror to present-day behavior on Social Media that glorifies putting on a show for adulation. Taking pictures of food, or dressing up for the attention – a tireless display of oneself online, to fake an identity online that barely matches one’s real-world self. A story told in two parts, it contrasts two ways of approaching courtship. One by hiding behind the facade of Social Media currency and the other though sheer, honest self-expression.
Happy Mcgarrybowen CEO Kartik Iyer mentions, “The common thread we found was that the youth today are less and less afraid of baring themselves and showing who they truly are. We thought this was a great point of view for Fastrack to stand up and own.”
The campaign is being run on television along with extensive engagements on social media. Lowe Lintas, Bangalore continues to manage the brand’s creative duties.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
