Fastrack has rolled out a film which urges the youth of the country to continue staying home during the lockdown.
Conceptualised by Lowe Lintas, the 12-second film features brand ambassador Ananya Panday. She reaches out to the 'lockdown homies' and urges them to '#StayTheFIn'.
Two more 12-seconders will be released soon, part of the campaign.
Ayushman Chiranewala, marketing head, Fastrack, said, "Fastrack being India’s iconic youth fashion brand always approaches things in a fresh and interesting manner. With over a month of lockdown while counting more days, our latest #StayTheFIn campaign aims to motivate consumers to stay put, while utilising the time at home innovatively. Fastrack invites its audience to make the best out of the current situation by exploring what they wish to do to be sane and quirking it up like always even in this scenario. As part of the larger campaign, the brand attempts to ask its target audience to keep behaving responsibly and keep experimenting and Fastrack celebrates this bold spirit."
Puneet Kapoor, regional creative officer, Lowe Lintas, said, "Fastrack has always been a nimble-footed brand reflecting modern youth codes and pop-culture codes in quirky ways. There’s a bright side to the current lockdown too and we’re seeing a spurt of creative expressions across social media platforms whether it’s culinary, music, dance or the arts. That’s exactly the point of these ads asking people to find their crazy groove and stay the f*ck indoors."