Fastrack has rolled out three TVCs as part of its new campaign conceptualised by Lowe Lintas. The films sport a 'Never have a never have I ever' moment theme and are in line with the brand’s irreverent core.
One film is set in a packed concert. The crowd is grooving to the performance, pushing ahead towards the stage. A policeman trying to control them seems to be enjoying the performance himself. Two boys in the front row notice this and exchange looks. The next frame shows the joyous policeman in the air, being lifted by the crowd. A super appears which reads 'Never have I ever upheld the law'.
Another film opens in a men’s shower room. A young man awaiting his turn is surprised to see a young a woman walking out of a booth in a towel after her shower. Adding to his surprise is a man walking out of the same booth. The camera focuses on a 'Save Water' signboard, and a super reads, 'Never have I ever supported a cause'.
A third film is set in a bar. A girl angrily throws a drink on her male friend. Unperturbed, he squeezes the drink from his shirt into a glass, and drinks it. A super appears 'Never have I ever believed in recycling.'
Hemal Panchamia, marketing head, Fastrack, said, “As a brand we encourage our audience to look at the lighter side of things. In true Fastrack style, our latest three-film campaign is quirky, relatable, fun and unapologetic. The campaign redefines certain social causes in the language of today’s youth, encouraging them to chill out and lead interesting lives.”
Rajesh Ramaswamy, executive creative director, Lowe Lintas, added, “It’s always fun to work on Fastrack but we had an especially great time conceptualising and executing this campaign. Coming up with situations for these films didn’t feel like work at all. It felt like one long party, sitting around with friends, recalling or making up crazy stories. The director, Vishwesh of Corcoise Films brought his own quirky vibe to the table and we’re very happy with how the films have turned out.”
The campaign broke on 20 February 2016 and will be on air till 19 March 2016.
Credits
Client: Fastrack
Creative agency: Lowe Lintas
Creative: Arun Iyer, Rajesh Ramaswamy, Rimona Ganapathy, Lohith Chengappa, Sooraj Pillai, Gopi Krishnan
Business: GV Krishnan, Sudhir Rajasekharan, Kunal Madhavdas, Pritika Gupta, Viditi Sharma
Director: Vishwesh Krishnamoorthy
Production house: Corcoise films
Media agency: Maxus
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