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.
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)
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Empathy, agility and focus are critical to help leaders guide organisations through current changes.