Genelia is sweet no more, on fast track to grungy sex appeal

How can one put Genelia D'Souza, an actor known for her saccharine innocence, on the fast track to a deliciously grungy makeover? Fittingly, Fastrack, a brand that derails convention with startling creativity, has shown how the transformation can be effected.

The Fastrack motto, "Move On", urges people to savour untasted experiences and covet newness; and the brand's latest campaign, featuring D'Souza, promises to add oomph to that exhortation. The actor was appointed as Fastrack's brand ambassador around the time that the brand launched a dedicated line of sunglasses for girls (Fastrack GIRL). Though her popularity was undeniable, her extravagantly cute image had to be retooled in order to match Fastrack's edgy and irreverent personality. Enter Lowe Lintas. The agency was charged with the responsibility of changing the way people perceived D'Souza, and to create a formulation that projected Fastrack's character.

The result: D'Souza is now heralded by the tagline, "SWEET NO MORE". The creative execution has invested her with a frisson of daring mischief. Her fans will love the twist!