MAM
Titan’s Fast Track in new avatar as MTV Masala collection
BANGALORE: Titan today re-launched their ‘Fast Track‘ brand of watches aimed at the 16-22 age group. Revealing its new logo for the brand, along with a new range of Fast Track watches; the essence and philosophy of the repositioning being capturing today‘s fun loving, free spirited youth through the a tongue in cheek colloquial phrase – “How many you have”? | |
The embarrassed guy covers his face during the calls after which you get a flash of various models available and voice over enquiring the colloquial catch phrase, “How many you have?” MTV India managing director Alex Kuruvilla said that the promotions would be done by VJs in most programs on MTV, along with a few funky ads that MTV is now so famous for. | |
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Adding excitement and zest to the category, Fastrack in collaboration with MTV has introduced the “Fastrack MTV Masala Collection” – a range of 10 unisex watches. Inspired by people, objects and situations that are typical of an Indian way of life, these 10 themes have been brought to life with a dash of humour and vibrant, funky graphics. “The MTV experience is so much more than just TV. We‘re everywhere young people are today – clothing, mobile phones, the coolest hangouts… and now even on your wrist! Accessorizing has always been a symbol of expression for today‘s youth so it‘s completely natural that we should come together with Fastrack, another brand that connects with youth at so many levels. Watch out for more (pun intended)!, ” adds MTV Sr. VP, South Asia Sanjeev Hiremath – licensing & merchandising, MTV Networks India. The Fastrack range is priced between Rs. 500 to Rs. 2000. These sexy watches that are a must-have fashion accessory are available at World of Titan showrooms, Timezones, Lifestyle, Shoppers Stop and other department stores across the country. The range will be heavily promoted through a 360 degree Media blitz across TV, outdoor, events & promotions. |
The TVC revolves around encouraging students to start a collection of the Fast Track rang. It opens with a professor taking attendance and receives the standard ‘Yes Sir!‘ reply from the called persons-until the guy wearing a Fast Track watch raises his hand to answer, all the pretty girls in various voice connotations call ‘Yes Sir‘ on his behalf, with one of them repeatedly doing so. 
The new range of Fastrack watches targets 15 – 25 year-old young girls and guys who actively seek fashion as a means of self-expression. The product range for girls is inspired by sexy silhouettes and fashion trends like halter necks and spaghetti straps. Styles for guys are inspired by biking. The range is targeted at the trendy, fashionable and opinionated teenagers; aptly accessorizing their wildest imagination. The range consists of more than 25 styles in over 80 models that will see constant refreshment throughout the year.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
