Fastrack, the youth-focused fashion brand, has unveiled its latest collection, ‘Groove’, inspired by the rhythm, creativity, and rebellious spirit of contemporary music culture in India.
The Groove Collection channels the visual energy of music-drawing from the pulse of beats, disco aesthetics, and vibrant lights-translating them into bold, trend-forward timepieces. But it’s not just about style. The campaign is built around a deeper cultural message: “Funk the Algorithm, I’ll Go Rhythm,” encouraging young people to break away from digital monotony and rediscover authenticity.
To bring this campaign to life, Fastrack partnered with Crab Culture, an experimental Indian music collective known for pushing boundaries. The collaboration features emerging artists such as The Yellow Diary, Reble, Gandhar, Feni, and Dhanji-each bringing a unique sonic identity, from indie rock to regional hip-hop.
These artists hail from diverse cultural hubs like Pune, Ahmedabad, and Shillong. As part of the campaign, they transformed unconventional spaces-like bookstores, amusement parks, and elevators-into live performance venues, showcasing how creativity thrives when it breaks out of the ordinary.
Danny Jacob, Head of Marketing at Fastrack Watches, shared,
“Groove is more than just a product launch-it’s a celebration of originality. For our audience that values self-expression, we wanted this drop to be rooted in something real. India’s underground and emerging music scene offered the perfect inspiration. This is about embracing creative rebellion-on your wrist and in your life.”
