Fastrack, one of the Indian youth fashion and tech brands, in its way to break through the stereotypes of assumed gender-specific pronouns, unveiled its new campaign #PrideinOurPronouns.
Created by Brandmovers India company, this campaign is Fastrack’s take on questioning the accepted notions of the gender binaries in our society. And it is a call to ‘just ask’ instead of misgendering an individual.
The #PrideInOurPronouns campaign is conducting a social experiment with teachers testing them with a simple question and urging them re-learn their basic idea, and to accept the choice of other individuals.
Fastrack is aiming at remodeling the approach towards gender identity which is not just on paper but it is also in everyday life. The brand is thus encouraging the audience to revise their pronoun lessons and not to address any individual incorrectly.
Through ‘Pride in Our Pronouns’ Fastrack is also collaborating with many artists from the community to co-create a first-of-its-kind zine that details stories, and experiences and emphasizes the importance of stating something and asking for pronouns which are planned to be launched soon on the Fastrack Website.
Ajay Maurya, Head of Marketing, Fastrack, said that “#PrideInOurPronouns is Fastrack’s attempts to have conversations that are important to the youth and escalate them. Our sincerity to the Queer community is longstanding, but we feel there is a large scope to unlearn and urge people to do the same. With this campaign, we broke it down to its essence, which is all we need to do is ‘just ask’ and not presume.”
Through this campaign, the brand urges us to keep our minds open and add various new pronouns to our vocabulary. These changes the societal norms that categorize people into two gender identities and normalize the fact that a person can identify themselves with genders other than just a ‘him’ or ‘her’.
Arijita Das, Senior Creative Director, Brandmovers India, said that “This campaign started with some real questions. What if we could educate the ones who taught us about the importance of asking for or stating their pronouns? The rest fell into its place as we all fell in love with the idea. My team is convinced that it was time to break some grammar binaries. With checks in the place from our queer friends, we proceeded to go all out – starting with our social experiment film ft. Siaan & the curation of a beautiful digital zine put together by our favorite queer creators and allies. I am so proud of “Pride in Our Pronouns,” and we hope you all relate to it and love it the way we do.”
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