Fastrack Specs' “Loved by Nature” film roots for sustainable living

Titan Company’s Eyecare division has launched a new brand campaign, titled #LovedByNature, which speaks of an eyewear collection made out of castor seeds.

The main reasoning of the campaign is to bring forth the brand’s advocacy for environmental sustainability by bringing awareness and using castor seeds as the source material.

Fastrack Specs has launched a differentiated campaign for its NatureWear Range, the brand film conceptualised by Lowe Lintas is co-created at a global animation studio. 

The film features a high-quality animation of an Orangutan and it has been successful to catch eyes and to communicate the story of ‘Loved by Nature’ for the collection.

The visual narrative attempts to highlight the efforts towards sustainability- in the form of NatureWear. The campaign conveys the idea that nature will love us if we are responsible towards it. 

Maneesh Krishnamurthy, Head of Marketing, Eyecare Division Titan Company, said, “With Fastrack Specs Stores, we continue to scale up our efforts to target GenZ consumers. Fastrack has always been at the forefront of championing emerging consumer trends for the youth and pushing the boundaries of advertising by presenting evolving consumer needs in a fun, quirky and youthful manner.”

“There is an opportunity for brands to respond to the growing desire of Gen Z consumers to be kinder to the environment and Fastrack Specs Store has taken a leap towards it. Not only is the NatureWear collection a step in this direction by using castor seeds, a bio-based material instead of petrochemicals but it is more durable, comfortable and lighter than the alternate material. It even has a 40% lower CO2 emission.”     

Shyaondeep Pal, Regional Creative Director, Lowe Lintas, said, “Very rarely, you come across a product that truly is environment friendly. We thought of a simple leap, where an ape walks into a human environment to thank a girl for choosing Fastrack. The toughest part was to get the expression of the Orangutan right. The right kind of empathy in the eyes.”

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