- The creative brief is for Fastrack shoes and aims to promote them as stylish shoes that will make urban youth feel like trendsetters. - The target audience is teenagers who want to achieve success and leave their mark by being rebellious trendsetters, while still respecting traditions. - The objective is to promote Fastrack shoes among youth and make them desirable by convincing buyers that the shoes will make them style icons among friends. - The brand message is "Be the Cult" and Fastrack shoes are meant to give youth a unique identity that sets them apart in a positive way.

1. ACCOUNT PLANNING
18/09/13
CREATIVE BRIEF
BRAND: FASTRACK
MADHUBANTI DAS & GAURAV SHARMA

2. BRAND AND PRODUCT ESSENTIALS – WHAT ARE WE ADVERTISING
This brand is about style, funk and fun.
The product is about colour, look, style which helps in unifying the
personality of the person among his/her group and thereby starting
a new trend among the youth.
BACKGROUND – WHAT IS GOING ON
FASTRACK is known for its forwardness, style and sex appeal in its
promotion, features and look.
AGENCY TASK
To promote Fastrack Shoes as the latest stylish shoes by connecting
with the urban youth. Therefore, it needs to be associated with the
Fastrack’s earlier repute of being stylish, hip and a trend-setter.
TARGET AUDIENCE – WHOM ARE WE TALKING TO
A young teenager, who aspires to achieve success by leaving his /her
mark, and not by following others; He/she is rebellious and wants to
bring about a change in the society in his own way, yet he/she
respects the old traditional values. He is fit and hardworking who
manages his college assignment and house chores while not ignoring
his friend circle. He/she is always active among his/her friends and is
seen as a style icon by others. He/she works hard and parties even
harder.
For him/her – Fastrack shoe is the catalyst that pushes him/her to go
that extra mile and achieve success; and it also acts as a stylish
accessory that separates him/her from others, thereby making
him/her the style icon among his/her friend.

3. OBJECTIVE
 To promote Fastrack Shoe among the youngsters.
 To make Fastrack Shoe desirable among the youth by making
they believe that this shoe will make them the style icon among
their group.
CONSUMER INSIGHT - CONFLICT
The youth wants to bring about a change in the society and be a
trend setter among its friend circle.
BRAND OFFERING – HOW DOES THE BRAND RESOLVE THE
CONFLICT
Fastrack Shoe gives the youth a unique identity that sets them apart
from their friends in a positive way, thereby making them the trend
setter or the style icon.
BRAND VISION – THE SINGLE MINDED BRAND MESSAGE
“BE THE CULT”
BRAND PERSONALITY
Fastrack shoe is a catalyst that pushes you to go that extra mile to
achieve success and be the style icon.
CREATIVE STARTERS
The young generation always wants to be connected with their
friends and is always on lookout for some new information about the
latest trends.
TELEVISION: As it is the most powerful media
NEW MEDIA: As it is most used by the youngsters, be it at home or
away (mobile phones, tablets, internet.)

4. MANDATORIES – what needs to be included and why
Emphasis must be on looks through latest style and make of the
shoe; on features through technology (like comfort cushion and
shock absorption features); and on variety through various range of
shoes.
DELIVERABLES – what do we need and when
A 30-seconds TV Ad script in English; A full page newspaper ad
showcasing various ranges of products in English language; A full
page creative magazine ad (need not showcase the range of
product); 20*10 outdoor billboard ad in English; Internet Banner ads.