Fastrack has entered the wearables category with Reflex, its range of fitness bands. To communicate the same, two films have been conceptualised by Lowe Lintas, of which one is currently on-air.
The film opens on with two girls walking on a track. The duo notice a man off the track exercising. While one of the friend carries on walking, the other stops by the man. At the same time the man takes a break between his exercise to check his Reflex and figure how much of his goal has been completed. The girl asks him whether he's reached his target for the day. The man replies that he still has 350 more calories to burn. Much to the man's surprise the girl tells him that she can help burn those remaining calories. The duo exchange looks before the film ends with the message 'gear up for some action'.
Suparna Mitra, chief marketing officer, watches and accessories, Titan Company, said, “The youth have evolved and so have their needs, especially their love for technology. Millennials look for multifaceted products and we want to provide them with empowering products that meet their continuously changing lifestyles; today, this includes being more active and fit. The latest campaign for Reflex goes beyond conventional communication in the wearables space. It’s a fun way to celebrate the needs of the youth, who desire a combination of smart features and trendy design.”
Ayushman Chiranewala, head of marketing, Fastrack, said, “At Fastrack, we design our products with extreme focus on the end consumer, the millennials. So why should our communication be any different. The youth today are bold and not afraid to be upfront about what they want. Our campaign interprets this behavior in the fitness space in an unconventional format.”
Hari Krishnan, president (South), Lowe Lintas, said, "Fastrack is a brand that has always tried to be the candid voice of youth. In that context, when Fastrack decided to launch Reflex, a new range of fitness/activity trackers, it was another opportunity for the brand to present its own candid view on ‘Fitness’. The word ‘activity’ has a different meaning in the youth lexicon. From chatting to jogging to even flirting, almost everything is an ‘activity’ and that’s exactly what we decided to trip on."
Rajesh Ramaswamy, executive director, Lowe Lintas Bengaluru, added, “Activity trackers is a totally new category. But we had to always keep in mind that this product is by ‘Fastrack'. Fastrack has always had a lighter take on everything. Probably just like the audience we want to connect with. Very few seem to be having fun with a topic like ‘fitness’. So we came up with a tongue-in-cheek take on fitness. We had fun making it. Also because we had Vinil Mathew making it for us. Hope they all love it like we do.”
The film went on-air on 30 March 2017.
Team: Suparna Mitra, Ayushman Chiranewala, Sushumna Patel, Grishma Muddappa, Rana Chauhan
Creative agency: Lowe Lintas
Creative: Arun Iyer, Rajesh Ramaswamy, Rimona Ganapathy, Lohith Chengappa, Sooraj Pillai
Account management: Hari Krishnan, Sudhir Rajasekharan, Kunal Madhavdas, Sandeep Narayanan, Viditi Sharma
Production House: Breathless Films
Director: Vinil Mathew