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Fastrack, India's leading youth accessory brand, wanted to launch three standalone stores in Bangalore. What it needed to do was ensure that every youth knew where to find them. The youths of Bangalore had simple interests - themselves, their gang and their 'hood'. With this in mind, Maxus launched a novel campaign in which three local Radio Jockeys recruited three rival gangs to compete for the three different store 'hangouts'.
Under the banner 'The Fastrack-Store-Voice-Off', gangs had to vocally outdo each other, over a nine-day period, at each of the store locations. In so doing, they created public interest in each of the stores - and generated traffic. At the same time, the contest was broadcast live on radio each day creating awareness of Fastrack's new stores at large.
To win the 'The Fastrack-Store-Voice-Off' not only did the gangs have to perform. They also had to generate the most store walk-ins. At the end of the competition these were added up and the winning gang got to cohost a Radio One show.
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