Fashion accessory retail brand Fastrack has launched its new campaign ‘Fastrack Quirks for Quirky Daters’ conceptualised by Lowe Lintas Bangalore.
The campaign breaks all odds and redefines the ‘Quirkiness of dating’ for GenNext while weaving the narrative to highlight the brand’s new stylish collection.
From courtship to casual hookups, dating has donned different avatars over the years. This no different for the current young generation which does not look at dating or relationships in just one way. Being more open-minded comes easy to them. From choosing to stay single (or as it is called ‘conscious uncoupling’) to exploring and indulging in more PDA, it is all about finding that ‘someone’, not just ‘anyone’…and it comes with extremely few limitations and barriers.
Drawing a parallel, all the watches from this new collection mirror the quirky dating traits of today’s consumers. The collection is stylish, has asymmetric patterns, incomplete elements and unequal distances that make them the perfect fit to the wrist for a ‘quirky’ date.
Ajay Maurya, Head of Marketing, Fastrack, said, “Fastrack has always stood out as a brand that has a pulse on today’s youth. From technology, fashion to relationships and more, Gen Z’s attempt to ditch restrictive labels, are shaping the future as we know it. With Fastrack ‘Quirks for Quirky Daters’ campaign, we are being an ally to their explorations in life. In this exploration, we bring some unique and never seen before watch designs that have a quirk of their own.”
‘Fastrack Quirks for Quirky Daters’ symbolises today’s dating culture and showcases how there is no singular/set way to dating and relationships because today’s youth is constantly seeking what is best for them. Be it the gender or the timespan, everything lies in the spectrum.
The ad film created by Lowe Lintas also represents how each person is quirky and peculiar in their own special way and that is exactly what makes them stand out from the crowd.
"At a macro level, there's something about the Gen Z that is both fascinating and intriguing. It is the way they look at life, paving way for a new culture loaded with 'multiplicity' as broad a theme. We picked up a simple thing like dating to explore its new-age interpretation. 'Perils of a serial dater' was an idea that had a perfect fit with our product, the watch with dates. Thus, was born quirky dates for quirky daters," said Shayondeep Pal, Regional Creative Officer, Lowe Lintas on the use of the quirky aspect to showcase the new Fastrack range.
Fastrack Team: Kalpana Rangamani, Ajay Maurya, Abhineet Rawat, Ketaki Joshi, Pranita Balasubramanian, Pranjali Morchhale
Agency: Lowe Lintas
Creative Team: Shayondeep Pal, Arpan Bhattacharya, Sudhir Pai, Sangeetha Shirali, Sameer Gupta
Account Management Team: Sonali Khanna, Bhupendra Agarwal, Nivedita Prabhu, Srishti Mehrotra
Planning Team: Kishore Subramanian, Namrata Sukumar
Production House: Nineteen Films (Director: Akanksha Seda)