Fastrack has launched a new ad spot. It's an extension of its positioning 'Move On'. The film focuses on the section of people who are not very sensitive to cleanliness in society. The ad film has been conceptualised by Lowe Lintas and Partners.
The ad film, set to the soundtrack 'Ding Dong' from a Tamil movie titled, Jigarthanda, establishes the day as Monday. A young man seated on a park bench drinks out of a tertapack and hurls it at a pile of similar items on the ground. A jogger going by looks, appalled. The week moves on to Wednesday and the same young man is at a bus stop. He discards a bag of chips right on the spot, much to the disgust of people around him. It's Friday and the man is in a bus, listening to music as he throws an empty can out the window. As he gets up to alight, some passengers throw him into a dumpster the bus passes by as a super reads 'Dump Them' followed by 'Move on'. The film ends with the brand logo, as more garbage is dumped on the culprit by a garbage truck.
Creative agency: Lowe Lintas and Partners
National creative director: Arun Iyer
Executive creative director: Rajesh Ramaswamy
Unit creative director: Lohith Chengappa
Creative: Sooraj Pillai, Gopi Krishnan and Mishti Srivastava
Executive director: GV Krishnan
Business: Anand Narayan, Kunal Madhavdas and Joshitha Thimmaiah
Media planning: Maxus
Director: Ravi Udyawar
Production House: RU Films
Exposure (mediums used): TV, Digital