Fastrack celebrates diverse shades of love this V-Day

Youth centric brand Fastrack seeks to break taboos this Valentines’ Day by celebrating LGBTQ love. The brand’s basic idea was to celebrate unconventional forms of love and encourage wider acceptance.

The campaign by Fastrack is essentially about starting a dialogue by showcasing love for what it really is – unabashed, unapologetic and without filter. Fastrack invited 7 photographers to creatively shoot intimacy among couples from the LGBTQ community across the country. The photographers were picked for their diverse styles and were given an open brief to interpret love through their lens. These photographs will be artistically displayed in public places of crowded metros. The message supporting each photograph is about adding more colours to love.

Commenting on this drive, Ayushman Chiranewala, Marketing Head, Fastrack, Titan Company Limited said, “The Supreme Court’s verdict on Section 377 is a step towards shaping a progressive generation to come. But, it has not helped change the society’s mindset about accepting love. While there is a lot being spoken, we saw 14th February as the perfect day to normalize the concept of ‘love’ and promote ‘acceptance’. As a brand that has always voiced the youth’s opinion, Fastrack has taken a stance to trigger a discussion that multitudes are shying away from.”

The campaign was designed by Lowe Lintas. Hari Krishnan, President of the agency explained, “There are no barriers or divides bigger than the ones created by society. Youth is not bound by these real or imaginary barriers. Fastrack decided to truly celebrate love this Valentine’s Day, by reminding everyone that love is an emotion, equal for all.”