Fastrack goes bold again in end-of-season sale ads

Conceived by Lowe Lintas, the campaign aims to break the clutter to promote End-of-Season sale for bags

Ananya Saha | Delhi | July 18, 2012

Living up to the bold, hip and aggressive nature of the brand, Fastrack has launched its latest TVC as it announced the End-of-Season Sale. Known for its naughty campaigns, the discount ads have notched up the naughtiness.

The Fastrack Ass TVC opens on what is seemingly the backside of a girl and a hand slowly and playfully grabs it. It is followed by reaction shots of a girl who looks mildly irritated. It seems as though she is feigning shock. Her hand slaps away the guy's hand. The female voiceover says: 'get your own bag'. The product window reveals that it was actually a bag. The second TVC, Zip, opens with a girl pinning a guy to the wall. Her hands seem to be reaching out to his zip. We see her pulling the zip down as the boy looks down playfully irritated. He clamps down his hands on hers. The product window then reveals that it is his bag. The TVCs end with the announcement about the end-of-season sale.

Arun Iyer, Group Creative Director at Lowe Lintas said, “Since most brands are on sale at this time, the brief was to do something clutter breaking to promote Fastrack's End-of-Season-Sale of bags.” TV was chosen as the lead medium to get high reach and a fun and bold 10-second commercial was made to also get high frequency. Targeted at 15-25-year-olds, the campaign would also use radio and point-of-sale mediums.

Simeran Bhasin, Marketing Head - Fastrack & New Brands at Titan said, “Since most brands are on sale at this time, the brief was to do something clutter breaking to promote Fastrack's End of Season Sale of bags.” The communication strategy would be to get high reach and frequency for the scheme communication, and to have a clutter-breaking creative at a time when all brands are on sale.

The campaign would run till August 5, till the Fastrack sale is on.

The TVCs:

Credits:

Creative Agency: Lowe Lintas

National Creative Director – Arun Iyer

Creative team - Arun Iyer, Akash Das, Ujjwal Kabra, Lohith Chengappa, Carl Savio, Rohit Venkatesh, Nataraj Janardhan

Servicing – Rajiv Chatterjee, Kunal Madhavdas, Indira Punit, Ruhee Islam

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