Fastrack has pulled a leaf out of American pop singer Akon's book, telling consumers to 'put the blame on Fastrack' in its latest film. Created by Lowe Lintas, the brand continues with its 'move on' thought in this film too.
The film opens with a girl waking up to an alarm in a boy's hostel. Seeing the man besides her asleep, the girl seems to be in a hurry as she grabs her Fastrack bag and leaves the room in a bed sheet. As she's getting out of the hostel, she takes out her clothes from her Fastrack bag puts them on as she rushes through the corridor. She exits by jumping over the hostel gate.
This super then appears: 'Wanna move on? Blame Fastrack'.
The film ends with a shot of the man asleep on his bed while the girl walks away, implying that she has 'moved on'.
Commenting on the film, Arun Iyer, national creative director, Lowe Lintas, said, "We wanted to do something different to promote Fastrack's summer range of bags with a very Fastrack kind of commercial. This time the focus was completely on women as we went upon looking for an interesting way the bag has been used. The girl leaving the boy's hostel was a totally different kind of idea. Men do it all the time, but as this film was from a woman's perspective, we thought of this idea."
Agency: Lowe Lintas
National creative director: Arun Iyer
Creative team: Arun Iyer, Akash Das, Rajesh Ramaswamy, Lohith Chengappa and Sooraj Pillai
Servicing: Rajiv Chatterjee, Kunal Madhavdas, Indira Punit and Ruhee Islam
Planning: Vikram Satyanath