Campaign India Team
Dec 23, 2019

As the heart beats faster, Fastrack goes offtrack

Watch the film conceptualised by Lowe Lintas here

Fastrack has launched a new campaign to promote its smart band offering, Reflex Beat.
 
Set in the corridor of a residential apartment, the film opens with a young boy seen leaving his house. His pretty neighbour walks by at the same time; they seem to lock eyes, and his heart starts to race. The Reflex Beat band complements the jump in his heart rate. Suddenly, he sees his four-legged neighbour, and guns for him instead. As he turns his attention to the dog, the heart rate indicator on his Reflex Beat band jumps further.
 
This campaign is aimed at Gen-Z, who are self-aware, born to create, talented and unafraid to show their authentic selves. The campaign, 'What you heart now' mirrors this boldness to follow whatever makes the heart tick – whether unconventional or just vanilla. It encourages the youth to own their choices and uphold their unique identity.
 
Ayushman Chiranewala, head of marketing, Fastrack said, “Youth today want smart products that add meaning to their lives. With the launch of Reflex Beat, we are encouraging them to use it in ways that suit their interests and passions. And of course, we say this in the candid, yet cheeky manner that’s come to be associated with Fastrack.”
 
Sagar Kapoor, CCO, Lowe Lintas, said, "Of all the complex theories and studies of Gen Z today, there's one undeniable fact. They believe in seeking what their heart desires. In this seeking they are unabashed and unapologetic. The campaign is a reflection of this fact. Whatever makes their hearts race faster is what they will chase and get."
 
The campaign is live across digital and offline platforms.
 
Credits
 
Client: Fastrack
 
Agency: Lowe Lintas, Bangalore
 
Creative: Sagar Kapoor, Kapil Mishra, Shiv Parameswaran, Arjun Kumar, Richa Jain, Bobby Thomas
 
Account Management: Hari Krishnan, Bhupender Agarwal, Radhika Bhattacharya, Ritisha Mondal
 
Production House: Good Morning (Director: Shashanka Chaturvedi)

 

Source:
Campaign India

Related Articles

Just Published

55 minutes ago

Pankaj Tripathi gets an instant boost of energy ...

Watch the campaign conceptualised by McCann here

1 day ago

Dream11 sets up for IPL 2021 with 12-film campaign

Watch the films conceptualised by Tilt Brand Solutions here

1 day ago

Rahul Dravid appears as an 'angry young man' for Cred

Watch the film conceptualised by the team of Tanmay Bhat, Devaiah Bopanna, Puneet Chadha, Nupur Pai and Vishal Dayama, and DDB Mudra here

2 days ago

Zee launches Marathi movie channel

Called Zee Chitramandir, the channel has been rolled out for the Free Dish market