With the onset of summers in the country, Fastrack is out with a fresh campaign to market its new range of 'Eye Sport sunglasses'.
The campaign created by Lowe Lintas highlights the raison d'etre behind women's inclination towards watching sports.
The TVC, shot in Goa, shows a bunch of men playing beach volleyball while the camera focusses on their sunglasses every now and then. A female voice-over in the background says, "Why am I watching the game? You are making me watch it. Not the scores. Keep your eyes on the court. Let it be about the sport. Keep the sweat pouring. Keep the heat soaring. Honestly, I’m watching you. Not the ball."
Commenting on the theme of the campaign, Arun Iyer, national creative director, Lowe Lintas, said, "The central idea of the TVC was that a woman's perspective of sports is not the game but the man playing it. While women are generally considered to be an "eye candy," here we wanted to show how sportsmen are an eye candy for women. The whole idea also helps appeal to the youth which is the target market for Fastrack."
Agency: Lowe Lintas
National creative director: Arun Iyer
Creative team: Arun Iyer, Rajesh Ramaswamy, Lohith Chengappa, Nataraj Janardhan, Rathindra Dasgupta
Servicing: Rajiv Chatterjee, Kunal Madhavdas, Indira Punit, Ruhee Islam
Planning: Vikram Satyanath
Production house: Flying Pigs Production
Director: Bharat Sikka