Fastrack asks youngsters to 'dump' social irritants
Conceptualised by Lowe Lintas, the new TVC emphasises on the counter-intuition that taking a stand against social irritants is, in fact, perfectly attuned with being fashionable and cool
Sarmistha Neogy | Mumbai | October 30, 2014
Fastrack, in its latest campaign, presents a new take on its motto 'Move On'. In its new ad titled 'Dump Them, Move On', the brand shows how to deal with social irritants. Conceptualised by Lowe Lintas, the campaign emphasises on the counter-intuition that, taking a stand against social irritants is, in fact, perfectly attuned with being fashionable and cool.
The TVC opens at a park where a guy is seen sipping a drink and when he's done, he throws it away on the ground. A day later, he litters again while waiting for his bus. While on a bus, the day after, he throws out his empty drink bottle again, much to the disgust of his co-passengers. He learns his lesson when the people on the bus throw him out and he lands in a garbage dump. The TVC ends with the message 'Dump Them, Move On'.
Commenting on the brief, Arun Iyer, National Creative Director, Lowe Lintas, said, “The brief was quite simple – we had to redefine what 'Move On' means to this generation. Youngsters today are irreverent and also responsible, and they don't put up with any kind of trash. The track which goes in the background of the TVC is from the Tamil movie 'Jigarthanda'. We took around two-three months to complete the TVC, which will be followed by lots of digital activities.”
For the record, 'Move On' is Fastrack's philosophy, its mantra, battle cry and the head-lining track of its record. This simple phrase is the expression of the way the brand thinks, operates, communicates and works. It's a blueprint for all that is Fastrack.
The TVC:
Credits:
Agency: Lowe Lintas
National Creative Director: Arun Iyer
Executive Creative Director: Rajesh Ramaswamy
Unit Creative Director: Lohith Chengappa
Creative Team: Sooraj Pillai, Gopi Krishnan and Mishti Srivastava
Executive Director: GV Krishnan
Business Team: Anand Narayan, Kunal Madhavdas and Joshitha Thimmaiah