MAM
Lowe Lintas creates Fastrack’s new ad campaign
MUMBAI: Fastrack, the youth fashion brand, has launched a new ad campaign -“Blame Fastrack and Move On” that has been created by Lowe Lintas.
The objective of the campaign is to redirect the blame that the youth of today face from everyone around them. It is targeted to youth of 18-24 years of age.
Fastrack marketing head Simeran Bhasin said, “The TVC appeals to the youth of today who are aggressive and passionate and ultimately lead to a better brand connect. The Blame Fastrack campaign draws inspiration the youth of today and hopes to liberate them from the pre decided moral rules of the society.”
The company plans to roll out a total of three commercials. The subsequent two TVCs are for watches and sunglasses and will be launched in the coming months.
Talking about the brief that was given to the agency Lowe Lintas executive creative director Akash Das said, “The youth today are the most blamed lot for things that they do or don‘t. Constantly persecuted by parents, teachers, politicians, moral police, girlfriends, boyfriends, it‘s certainly a difficult age to be. Fastrack with its latest proposition offers to take the monkey of their back. Need an â€?excuse‘? Blame Fastrack. Move on.”
The TVCs use a high energy track by an American alternative rock band, Cake – Short Skirt/Long Jacket. “The track lends the TVC a high energy vibe and the lyrics help establish the image of the Fastrack girl,” Das said.
Blame Fastrack is being amplified on the digital media as well. “Social media is the best way to connect and interact with the youth. An extensive twitter and Facebook plan is being put in place to make Blame Fastrack a part of youth pop-culture,” Bhasin said.
Brands
UltraTech Cement appoints Jayant Dua as managing director
Dua will succeed K. C. Jhanwar after his term ends in December 2026
MUMBAI: UltraTech Cement, the flagship cement arm of the Aditya Birla Group, has elevated Jayant Dua as managing director, effective 1 April, 2026.
The company’s board also approved his appointment as additional director, managing director and key managerial personnel, effective 1 January, 2027, following the completion of the current managing director K C Jhanwar’s term on 31 December, 2026, according to a regulatory filing.
Dua will serve as managing director for a four-year term from 1 January, 2027 to 31 December, 2030.
A veteran executive with more than 37 years of professional experience, Dua joined the Aditya Birla Group’s cement business in 1996 and spent nearly a decade in various functional and leadership roles.
Over the past two decades, he has held several profit-and-loss and chief executive responsibilities across multiple group businesses, including insulators, insurance, Century Cement and the chlor-alkali segment. In 2023, he was elevated to lead the group’s renewables and textiles businesses.
Within the group, Dua has received several internal honours, including the chairman’s individual award for exceptional contribution in 2002, the outstanding leader award in 2009 and the leader of leaders recognition in 2022.
He holds an engineering degree from Indian Institute of Technology Delhi, an MBA from International Management Institute and has completed the advanced management programme at Harvard Business School.
