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Fastrack goes quirky again with ‘Never Have A Never Have I Ever’ moment

The quirky, irreverent television commercial, created by Lowe Lintas, reach out to the young and zestful, daring them to break taboos in living life on their terms

BestMediaInfo Bureau | Delhi | February 24, 2016

Fastrack Click on the image to watch the TVC.

Popular youth accessories brand, Fastrack, has let loose a quirky, iconoclastic television commercial that dares the young to “Never Have A Never Have I Ever” moment. The brand is associated with watches, sunglasses and bags. The three films have been created by Lowe Lintas.

Fastrack’s advertising campaign strives to reflect the way the youth prefer to lead their lives and that eternal peer pressure on the young to do “something worthwhile” and “something different”. The quirky commercials depict young people, who are living up to these expectations in their own special way.

The zesty youths depicted in the commercials do not take either setbacks or themselves too seriously and so, easily choose the untrodden path in dealing with tasks life fling their way. Be the issue recycling, upholding the law or saving water, Fastrack advises the target audience of the brand to ‘Never Have A Never Have I Ever’ moment.

In one of the films, a girl and a boy emerge out of a shower room with a poster pasted on its door that says ‘Save Water’. In another film, , a boy wrings out his T-shirt into a tumbler, after a girl flings water on it, to literally swallow the insult.

Hemal Panchamia, Marketing Head, Fastrack, said, “As a brand we encourage our audience to look at the lighter side of things. In true Fastrack style, our latest three-film campaign is quirky, relatable, fun and unapologetic. The campaign redefines certain social causes in the language of today’s youth, encouraging them to chill out and lead interesting lives.”

Rajesh Ramaswamy Rajesh Ramaswamy

Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas, said, “It’s always fun to work on Fastrack but we had an especially great time conceptualizing and executing this campaign.  Coming up with situations for these films didn’t feel like work at all. It felt like one long party, sitting around with friends, recalling or making up crazy stories. The director, Vishwesh Krishnamoorthy of Corcoise Films, brought his own quirky vibe to the table and we’re very happy with how the films have turned out.”

In keeping with Fastrack’s irreverent style, all three films take instances from everyday life and put a complete “Fastrack spin” on it. The campaign’s cheeky visuals show how the youth are unapologetic about the way in which they deal with uncomfortable situations.

The campaign went on air on February 20 and will run till March 19, 2016.

The TVCs:

[youtube]https://www.youtube.com/watch?v=WEeGivtSdHY[/youtube]

[youtube]https://www.youtube.com/watch?v=NdTOsdnO3Ko[/youtube]

[youtube]https://www.youtube.com/watch?v=CsFZ4o3ykRo[/youtube]

Credits:

Brand: Fastrack

Creative agency: Lowe Lintas

Creative team:  Arun Iyer, Rajesh Ramaswamy, Rimona Ganapathy, Lohith Chengappa, Sooraj Pillai, Gopi Krishnan

Business: GV Krishnan, Sudhir Rajasekharan, Kunal Madhavdas, Pritika Gupta, Viditi Sharma

Director: Vishwesh Krishnamoorthy

Production house: Corcoise Films

Media agency: Maxus

Info@BestMediaInfo.com

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