Fastrack has rolled out a campaign for its 'Fit-Outs' collection which has been co-created with actor Ananya Panday.
The film conceptualised by Lowe Lintas' Bengaluru office is aimed at Gen-Z girls. In the film Panday is seen urging people to not 'fit in' and instead look to stick out by 'fitting out'.
Ayushman Chiranewala, marketing head, Fastrack, said, “We wanted to create something exciting for the chic young girls of today, who want different looks for every occasion. This very thought led to the idea of a creative collaboration with Ananya Panday. 'Fit Outs', a fun and quirky collection is the first in the pipeline for the year with many more to follow. These collections without doubt will appeal to the Gen Z girls and aid in turning a new page in the fashion credential for Fastrack. The film is a fun and quirky take on life encouraging the youth to fit out, be weird, be lame and be themselves with no reservation."
Puneet Kapoor, regional creative officer, Lowe Lintas, said, "Ananya epitomises the ever-so-fluid and undefinable state of today’s youth. They are un-slottable with a colourful authentic expression bursting out every second. An expression that flows out like their breath and doesn’t care two hoots about judgments from the rest of the world. This ad takes inspiration from that state and is an attempt to capture the feeling in a fun way."
The film is running on Fastrack's digital platforms.
Client team: Kalpana Rangamani, Ayushman Chiranewala, Pooja Sharma, Anne Chacko, Anuja Salvi, Kirti Verma
Creative agency: Lowe Lintas Bengaluru
Creative team: Sagar Kapoor, Puneet Kapoor, Shiv Parameswaran, Deepesh Rajan, Richa Jain, Bobby Thomas, Hamza Bhavnagarwala
Account management: Sonali Khanna, Bhupender Agarwal, Radhika Bhattacharya, Ritisha Mondal
Planning: Kishore Subramanian, Easo John, Namrata Sukumar
Production house: Catnip Culture Director: Reema Sengupta