Fastrack gets bolder, urges youth to ‘Come out of the closet’
Watch the films created by Lowe Lintas here
Apr 15, 2013 01:17:00 PM | Video | Radhika Joshi
Continuing with its ‘Move On’ tagline, Fastrack, the youth watches and accessories brand from Titan, has launched two TVCs.
Created by Lowe Lintas, the first film went on air on 4 April and the second on 12 April.
The first film opens with the shot of a trembling closet. A young dame emerges from the moving closet and checks time on her Fastrack watch. She is followed by another girl, who opens the second door of the closet and walks out. They look at each other teasingly, suggesting what might have happened in the closet, and walk in different directions as super reads 'Come out of the closet… Move On'.
The second film shows a family sitting at dining table. The dinner is attended by the parents, their teenage daughter and her boyfriend. While the daughter showers the boy with her loving attention, he plays footsie with girl’s mother. The last frame shows the mother responding to the boy’s unprecedented moves and the super reads 'Mature is in… Move On'.
On the TVCs, Arun Iyer, national creative director, Lowe Lintas, said, “In past we have done ‘Move On’, which had a young couple moving on from each other. And then the last one was why the world moved on, which was a quirky commercial. This time we decided to take on themes, which are conventionally considered taboo. For the youth, today they are not really bogged down or defeated by rules that society lays down.”
Simeran Bhasin, marketing head, Fastrack, explained that the 'Move On' tagline had been around for three years and that the brand looks to keep it fresh and relevant with new creatives.
She added, "So the idea here was, how can we make 'Move On' a part of the common language, a part of the language of the youth by relating it to the thoughts and attitude that are relevant to them.”
“The idea was to make a big shift. We wanted a completely new take on the tagline and the agency has delivered just that. It is a big shift than what we have done in the past. And it’s very different format it’s not your usual storytelling,” she added.
Fastrack plans to launch two more TVCs during IPL 6. Through these series of commercials, the company 'urges people to accept these taboos'.
National creative director: Arun Iyer
Creative: Akash Das, Rajesh Ramaswamy, Carl Savio, Lohith Chengappa, Gopi Krishnan, Janardhan Nataraj, Rohit Venkatesh, Sooraj Pillai, Keya Pithen
Business: Anand Narayan, Bhupender Agarwal, Indira Punit, Ruhee Islam
Planning: Vikram Satyanath
Production House: Flying Pigs Prodution
Director: Bharath Sikka