Fastrack, India’s youth-first fashion brand, has rolled out its latest campaign for the new ‘Groove’ collection—a bold line of timepieces inspired by the raw energy of India’s indie music culture.
Fashion That Moves to Its Own Beat
The Groove Collection takes cues from music’s visual and emotional pulse. Think disco lights, sound hardware, and tempo-driven patterns—all fused into edgy, fashion-forward watches.
At its core, the campaign encourages self-expression. Its tagline, “Funk The Algorithm, I’ll Go Rhythm,” urges the youth to resist cookie-cutter trends and follow their own vibe instead.
A Creative Collab with Crab Culture
To kick things off, Fastrack joined hands with Crab Culture, an experimental music collective known for breaking the mold. Together, they created a campaign that celebrates artists operating outside the mainstream.
The featured lineup includes The Yellow Diary, Reble, Gandhar, Feni, and Dhanji—each one bringing a unique sound, ranging from alt-rock to regional hip-hop. These artists come from different corners of the country, such as Shillong, Ahmedabad, and Pune.
What sets this campaign apart? The performances didn’t happen on typical stages. Instead, the artists turned everyday spaces like elevators, bookstores, and amusement parks into unexpected music venues. This creative twist added an authentic, street-level energy to the campaign.
More Than a Drop—It’s a Culture Shift
“For our young-at-heart audience who value authenticity, we wanted our first drop of the year to feel fresh and unexpected,” said Danny Jacob, Head of Marketing, Fastrack Watches.
He added that the Groove Collection draws from a wave of independent music that’s disrupting norms and redefining cultural identity. According to Jacob, Groove isn’t just a campaign—it’s a movement that invites originality in everything from style to sound.
Speaking the Language of the Now
By collaborating with emerging music voices and embracing India’s creative underground, Fastrack is building more than just buzz. It’s creating a brand that feels culturally alive.
Through Groove, Fastrack continues to position itself as a brand that doesn’t follow—it leads. For India’s youth, who crave authenticity and bold choices, Groove offers something real. Something rhythmic. Something that fits.
