Fastrack urges youth to come out of the 'The Closet'
Created by Lowe Lintas, the brand's 'Move On' campaign has become bolder and more suggestive
BestMediaInfo Bureau | Delhi | May 6, 2013
Fastrack has always been a window into the young, progressive mindset of today's youth, a mindset that isn't bogged down or defeated by society's rules. The quintessential youth brand's latest campaign is a light-hearted take on today's social taboos. The series of four short ad films reflects the realities as lived by today's youngsters. These are taboos but to the youth this is life. It's evident that things are changing rapidly; it's only our minds that need to 'Move On'.
Created by Lowe Lintas & Partners, Fastrack has launched the TVCs during the ongoing IPL 6 season. The first film went on air on April 4, and the second on April 12, and the third on April 19, 2013.
The first film in the series, 'The Closet', opens with a red-coloured shaking closet. Then we see a young girl emerge from the closet emerges checking the time on her Fastrack watch. Then the second closet door opens and another girl emerges from inside. They both look at each other suggestively, hinting at what may have transpired inside the closet. As they walk in different directions, the screen says 'Come out of the closet… Move On'.
Simeran Bhasin, Marketing and Retail Head, Fastrack, commented, “We are not prescribing a way of living, we want people to 'Move On' from social taboos and live an uninhibited life.”
Arun Iyer, National Creative Director, Lowe Lintas, said, “In past we have done 'Move On', which had a young couple moving on from each other. And then the last one was why the world moved on, which was a quirky commercial. This time we decided to take on themes, which are conventionally considered taboo. Youth today are not really bogged down or defeated by rules that society lays down.”
The TVC:
Credits:
Agency: Lowe Lintas & Partners
National Creative Director: Arun Iyer
Creative Team: Akash Das, Rajesh Ramaswamy, Carl Savio, Lohith Chengappa, Gopi Krishnan, Janardhan Nataraj, Rohit Venkatesh, Sooraj Pillai, Keya Pothen
Business: Anand Narayan, Bhupender Agarwal, Indira Punit, Ruhee Islam
Planning: Vikram Satyanath
Production House: Flying Pigs Production
Director: Bharath Sikka
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