When Fastrack was set to launch its new proposition, "Be Both", the brand wanted a big splash in the South, so who better than Vijay Deverakonda, a superstar with massive pull in the region, to set the tone? 

 

The ask was simple: create PR buzz that would set the stage before the big reveal.

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After rounds of  ideas, the breakthrough came from my ACD with a deceptively simple thought: “Let’s spark some rumours.” Instead of announcing Vijay as the new face of Fastrack, we let speculation do the talking. A single static asset sparked the idea, and the internet took it from there.

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The image went viral organically, picked up not just by South paparazzi but by the Bollywood mainstream too. What started as a whisper campaign turned into nationwide chatter, proving sometimes the most fuss-free ideas make the loudest noise.