Ad Campaigns
Titan zips into fragrances with Fastrack perfumes
MUMBAI: It’s moving on to a new track. Youth fashion brand Fastrack has moved into the premium mass fragrance market with the launch of a new perfume range which is catering to the growing demand for affordable yet high-quality fragrances.
The target audience: Gen Z. The Indian perfume market is experiencing rapid growth, particularly in the value segment (sub-Rs 1000). This surge is driven by a new generation of consumers who prioritise personal care and self-expression. With increased awareness and the influence of social media, more and more people are recognizing the power of fragrances to enhance their personality and lifestyle.
Through consumer research, the brand has identified key occasion-based usage scenarios and developed fragrances that perfectly complement these moments.
“The Indian fragrance market is experiencing a significant shift. Our research shows that young Indians are ready to graduate from deodorants to fine fragrances, but they seek affordable options that don’t compromise on quality,” stated Titan Co CEO fragrances & fashion accessories division Manish Gupta. “The launch addresses a critical market gap in the affordable premium segment, as young consumers increasingly upgrade from deodorants to fine fragrances. These cohorts use fragrances not just as a grooming essential, but as a means of self-expression and style enhancement. As a trusted youth brand, our new perfume range is uniquely positioned to serve this emerging consumer base with premium fragrances that align with their lifestyle and aspirations. “
The new collection comprises six distinct fragrances. For men, the range includes Night Out, a sophisticated woody fragrance with oriental notes; Rush, a fresh woody scent for dynamic personalities; and Ease, a classic fougère for everyday confidence. The women’s collection features Lush, an indulgent floral fragrance; Girl Boss, a powerful floral scent for the modern professional; and Wander, an oriental fragrance for the free spirit.
Fastrack’s new range is strategically priced at Rs 845 for 100ml, targeting the high-potential sub-Rs 1,000 segment.
Fastrack has released two engaging films that resonate with the values and aspirations of Gen Z. Sick Leave celebrates the importance of mental health and self-care, challenging traditional notions of workplace culture. Date – a twist you didn’t see coming emphasises the importance of empathy, understanding, and authenticity in modern relationships.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
