Fastrack has rolled out a campaign for its Reflex Wav smart watch.
The film conceptualised by Lowe Lintas looks to build hype around its 'hand gesture' feature through which users can use gestures to control music, click pictures and reject calls.
The film that's shot by a campsite, shows a girl using the 'gesture control' to prank a friend and bring her closer to him.
Suparna Mitra, CMO, Titan Watches and Accessories, said, “Fastrack has always met the ever-changing needs of the youth with offerings that fulfill their aspirations. All across the globe, youth today want to enrich their lives with meaningful experiences, be it their choice of music, taking selfies or owning the latest tech gadgets. And true to the brand's codes, the ad introduces this revolutionary product in a very relatable, youthful and cheeky manner.”
Ayushman Chiranewala, marketing head, Fastrack, Titan Company, added, “The youth today rely on technology for even the smallest tasks. We constantly look at upgrading our smart bands to simplify lives. Today, being able to track your sleep, activity tracking, etc, have become must-haves in all smart bands. Hence, our latest offering needed a differentiator that adds value to their lives. The Reflex Wav, uses cutting edge technology to control music, camera etc with a simple gesture of twisting the wrist. The film brings this feature alive in a very light, humorous and Fastrack manner."
Arun Iyer, chairman and CCO, Lowe Lintas, said, “The truth is, today’s youth likes to take control of the situation. This feature lends wonderfully to that behavior trait. You can control most aspects of your life with this band. There’s also a certain magic quality to this feature. We decided to portray that through the genre of horror-comedy, which happens to be the flavor of this year.”
Hari Krishnan, president, Lowe Lintas, added, "Reflex Wav is a first of its kind product from Fastrack. The challenge was to bring alive the technology in a Fastrack way. For today’s youth, a mere swipe of the finger can lead to interesting outcomes. In its own inimitable way, Fastrack tells the youth that a mere twist of the wrist can lead to exciting twists in life."
Creative agency: Mullen Lowe Lintas Group
Chairman and CCO: Arun Iyer
ECD: Shiv Parmeswaran
Senior CD: Arjun Kumar
SVP and head of advertising – South: Hari Krishnan
Account management: Sudhir Rajasekharan, Bhupender Agarwal, Viditi Sharma
Planning: Padma Priya, Danya Raj
Agency producer: RDP Productions
PR Agency: AdfactorsPR
Director: Abinay Deo
Executive producer: Apurba Sengupta
Producer: Daya Dayasuryavanshi
Director of photography: Siddarth Diwan
Music: Subhajit Mukherjee
Post production head: Rahul Jethani