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Lowe Lintas Launches New Campaign For Fastrack Bags

Hitesh Ranot | Delhi | September 14, 2010

Fastrack has launched new campaign for its range of funky laptop bags, duffels, backpacks, totes, cross-bodies, belts, wallets and Wristbands. The campaign is conceptualized by Lowe Lintas which has created three TVCs.

The challenge was to introduce the new category of bags, as the newest member of the Fastrack family. It was to clearly announce that we were launching a completely new category, while keeping the communication in the personality of the brand.

The two brand ambassadors, Genelia D’Souza and Virat Kohli were roped in and a series of three commercials were made, which individually told interesting quirky tales, but when seen in sequence, brought alive the brand core of “Move On”

In outdoor, the task was to up the fashion quotient of the bags, and the thought of “My bag” was adopted to connote the possessiveness of the owners of these new bags.

[youtube]http://www.youtube.com/watch?v=OeFxNnBetZo[/youtube]

[youtube]http://www.youtube.com/watch?v=hJDtngZKzKs[/youtube]

[youtube]http://www.youtube.com/watch?v=zt-EBxLXVuw[/youtube]

Credits:

Creative: Arun Iyer, Rajesh Ramaswamy, Rimona Ganapathy, Lohith Chengappa, Sharon Nayak, Mishti Srivastava, Adarsh Atal.

Account Management: Rajiv Chatterjee, Ashish Anand, Rohini Debroy, Pallavi Sheth

Strategic Planning: Vikram Satyanath

My Bag outdoor Campaign: Sharon Nayak

Production House: Curious Films.

Director: Vivek Kakkad.

Hitesh@BestMediaInfo.com

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Comments (1)
  • sam- 9 years ago

    cultural disaster, lowe is so low.