Fastrack, a leading Indian youth fashion and technology brand, launched its new campaign #PrideinOurPronouns to break through the stereotype of assumed gender-specific pronouns. The campaign, created by Brandmovers India, is Fastrack’s take on questioning our society’s accepted understanding of gender binaries and is a call to ‘just ask’ instead of misgendering an individual.
The #PrideInOurPronouns campaign conducts a social experiment in which teachers are tested with a simple question and encouraged to re-learn their basics as well as accept the choices of others.
Fastrack aims to change the way people think about gender identity not just on paper, but also in real life. As a result, the brand encourages audiences to review their pronoun lessons and avoid incorrectly addressing individuals. Fastrack also collaborates with community artists to co-create a first-of-its-kind zine that details stories and experiences and emphasizes the importance of stating and asking for pronouns, which will be launched soon on the Fastrack Website.
“#PrideInOurPronouns is FastTrack’s attempt to amplify conversations important to the youth,” said Mr. Ajay Maurya, Fastrack’s Head of Marketing. Our commitment to the Queer community has been longstanding, but we believe there is still much to learn and encourage others to do the same. We reduced it to its essence with this campaign, which is that all we need to do is ‘just ask’ and not presume.”
The brand encourages us to keep our minds open and add new pronouns to our vocabulary through this pioneering campaign. This changes the societal norms of categorizing people into two gender identities and normalizes the fact that a person can identify with genders other than ‘him’ or ‘her.’
“This campaign began with a genuine question. What if we could teach our teachers the importance of asking for and using their pronouns? As we all fell in love with the concept, the rest fell into place. My team was convinced that it was time to bust some grammar rules. We proceeded to go all out, beginning with our social experiment film starring Siaan and 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 I hope you all enjoy it as much as we do.” Ms. Arijita Das, Senior Creative Director at Brandmovers India, stated.
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