Fastrack Specs has rolled out a campaign consisting of three films through which it aims to highlight why sunglasses are more than a pair of fashionable accessory.
Titled, #NecessoryNotAccessory, the campaign has been conceptualised by Lowe Lintas. In each of the films, Fastrack looks to showcase how sunglasses are a necessity against the sun, by showing how they could avoid accidents.
Maneesh Krishnamurthy, head - marketing, eyecare division, Titan Company, said, “In a tropical country like ours, sunglasses are a must-have. For decades, sunglasses have been marketed as a fashion accessory only but that is not just, why they were created. With #NeccessaryNotAccessory we want to bring new users to the category and grow it by showing the consequences of missing your sunglasses on your next holiday. We believe your beach holiday will never be the same after you experience it with polarised sunglasses nor will you experience the blinding effect of the Indian summer sun with the right mirrored sunglasses. We are 'educating' with a fastrack quirk."
Sonali Khanna, president and head, Lowe Lintas - South, said, “Fastrack is a brand where we’ve always made unconventional campaigns to match their unique products. Hence, we decided to push this from merely a ‘feature-education’ piece to a fun and interesting narrative on why sunglasses are ‘Necessary not Accessory’. ”
