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Know 'why' with Fastrack

After the ‘Auto-Pilot’ and ‘Answering Machine’ TVCs, Lowe does a fun take with a ‘Handbrakes’ campaign; watch the TVC here.

Neha Saraiya | Delhi | September 7, 2011

Ever wondered why telephone was invented by Graham Bell? Or Thomas Edison invented the bulb? Or why glasses are tainted? The answer is simple: to make our lives better. But if you are a Fastrack accessories user, then you can have your quirky take on it! Just like the latest commercial of Fastrack, ’Handbrake’, that goes explains why handbrakes were placed in cars.

The ad begins with a steamy scene of a couple trying to get cozy in a car when accidentally they push the gear. The car begins to slide backward from a slant, to ultimately banging a cop’s car. The ad ends with the message: ‘Why the world moved on to handbrakes’.

The commercial is the third TVC from the brand after the ‘Auto-Pilot’ and ‘Answering Machine’ films released two months ago under the ‘Move on’ campaign series. Simeran Bhasin - Marketing Head, Fastrack and New Brands, explained, "For the third Fastrack ‘Move on’ TVC, we wanted to take a situation that the youth could connect with and give it an interesting twist. We are really happy with the way the ad has come out. It is bold and fun, much like the brand."

Interestingly, the earlier ads had actress Genelia D’Souza and cricketer Virat Kohli as the seductive couple, but this commercial misses the celeb quotient as, during the shoot of the TVC, Kohli was abroad for the cricket series in England.

[youtube]http://www.youtube.com/watch?v=GmV3PBcMvqk[/youtube]

Commenting about the creative idea behind the commercial, Arun Iyer, National Creative Director, Lowe Lintas, said, “This particular film is the last one in the list of our campaign for now. Fastrack is a young brand and through these commercials, we have depicted how Fastrack is an attractive brand. It’s an edgy take on certain inventions.”

He said the reason for the time gap between the first two films and the third is because the agency wanted to break the monotony created by the earlier campaigns and bring in a freshness in the last commercial.

Produced by Curious Films, the TVC has been directed by Vivek Kakkad.

This particular series of ads, with its tongue and cheek approach, has not only gained popularity among the youth with its styling done to resemble America in the 60s, but its background music has also lured audiences.

Iyer told BestMediaInfo.com that the agency is currently in talks with the Titan brand to roll out the soundtracks of the ads, to be available for downloading as part of the overall marketing exercise.

Credits

Creative team: Arun Iyer , Rajesh Ramaswamy,  Lohith Chengappa,  Adarsh Atal, Kishore Mohandas ,  Indrashish , Mishti Srivastava , Sanjyot Telang.

Business : Rajiv Chatterjee, Kunal Madhavdas,  Indira Punit,  Pallavi Sheth

Planning: Vikram Satyanath

Production house: Curious Films

Director: Vivek Kakkad

Neha@BestMediaInfo.com

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