Lowe Lintas has conceptualised a new campaign for the launch of Fastrack Bags. The campaign consisting of three TVCs, features new brand ambassadors Virat Kohli and Genelia D'Souza. It’s the first television campaign the duo have appeared in for Fastrack.
One of the three TVCs titled, ATM shows the duo getting intimate in an ATM. When Kohli finds out there’s a hidden camera in the ATM, he signals that to D’Souza, who empties her Fastrack bag so that she can cover the camera with it.
The second TVC, titled ‘Hickey’ shows Kohli styling his hair in a mirror before he heads out of his house, only to notice a love-bite on his neck. For this, he brings his Fastrack sling bag and uses the strap to cover the mark. As he steps out of his house the he sees D’Souza, who spots the mark and uses the strap to cover it.
The third TVC shows D’Souza collecting the duo’s baggage tickets at the airport while Kohli is listening to his mp3 player. D’Souza is shown holding one Fastrack bad, so the attendant asks her if she has anymore baggage, to which she slyly signals towards Kohli. All three TVCs end with a voiceover that says, “introducing bags from Fastrack” and their tagline, “Move On”.
Commenting on the campaign, Arun Iyer, national creative director, Lowe Lintas, said, “The brief given to us was to launch the collection of bags by Fastrack. The bags, like the brand has an attitude and we stayed within the brand idea – ‘Why stay on?’.This is the first television campaign in which we’ve used Virat and Genelia after we’ve used them in hoardings and print campaigns.”
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The campaign will be spread across digital, outdoor and print.
National creative director: Arun Iyer
Branch creative director: Rajesh Ramaswamy
Creative director (Art): Lohith Chengappa
Executive vice president: G.V.Krishnan
Vice president (Servicing): Rajiv Chatterjee
Brand services manager: Rohini Debroy
Executive vice president (Planning): Vikram Satyanath