Fastrack has launched a campaign for its fitness brand Reflex 3.0, to cater to users' fitness and style needs.
Conceptualised by Lowe Lintas, the campaign aims to target the Gen-Z cohort who want to stay fit while adhering to the right style statements.The film showcases users sporting the Reflex 3.0, which uses its features to prompt them to #StartAnywhere and exercise amidst a running race, in the parking lot or at a dance party or in traffic.
Ajay Maurya, head of marketing, Fastrack, said, “This fun, bold, spontaneous film speaks the language of the Gen Z’s who don’t believe in set definitions when it comes to fitness. They believe in being fluid in their thinking and impulsive in their actions. The latest Fastrack Reflex 3.0 smart band comes with 10+ sports modes which make starting your fitness journey as easy as it gets. The film beautifully lands the message: With Reflex 3.0, you can start your fitness journey just anywhere.”
Puneet Kapoor, regional creative officer, Lowe Lintas said, “Fastrack has always stood for the audacious and uninhibited expression of youth identity which can’t be locked in templates or boxes. This applies equally to their idea of fitness also, which spills out, ever so freely, from the walls of gyms and lines of courts, to almost anywhere. That's the central idea of this film with the many features of Reflex 3.0, keeping a tab with its exciting modes no matter where you start.”
The campaign is live across the brand's online platforms and other offline mediums.
Agency: Lowe Lintas, Bangalore
Creative: Sagar Kapoor, Puneet Kapoor, Shiv Parameswaran, Deepesh Rajani, Richa Jain, Bobby Thomas, Hamza Bhavnagarwala
Account management: Sonali Khanna, Bhupender Agarwal, Radhika Bhattacharya, Ritisha Mondal
Production house: 1st December
Director: Atul Kattukaran