Fastrack has launched a new watch collection, ‘Loopholes’, which specifically highlights the perforations on the straps. To launch the collection, Lowe Lintas’ Bangalore office has conceptualised a special campaign to appeal the youth.
Shiv Parameswaran, Executive Creative Director, Lowe Lintas Bangalore, said, “Sometimes, the product itself can lead to an idea. In this case, it was the perforated design pattern of the watches. The typography we created for ‘Loopholes’ also became the escape route for all our characters. After all, every situation has a loophole. You can get away if you spot them.”
The creative leap that the agency took was to create two worlds, one within the hole and the other on the outside. The characters in the stories are seen getting their way by literally using the perforations as Loopholes (also the name of the watch collection) to their advantage and making a quick getaway. There are three films that amplify this idea.
Ayushman Chiranewala, Head of Marketing, Fastrack, said, “The Loopholes collection is inspired by perforations on sports apparels blended with the unique Fastrack design language. It's made for the youth who is always on the move. The campaign highlights the 'holes/ perforations' on the watches and adds a quirky and fashion forward touch, which depicts how the consumer is on the lookout to get out of sticky situations by finding out loopholes. The collection has 36 watches sporting various functions like day-date and multifunction features, split equally between guys and girls.”
Speaking on the campaign, Hari Krishnan, President (South), Lowe Lintas, added, “When Fastrack showed us their new range of perforated watches, we saw the quirk right there. Every perforation is a loophole and every loophole, an opportunity.”
The campaign will be visible online – YouTube and social media platforms. A series of outdoor communication augmenting the design idea will also bolster the campaign’s visibility.
Client Team: Ayushman Chiranewala, Pooja Sharma, Alok Kamath, Suparna Mitra
Creative Agency: Lowe Lintas
Creative Team: Rajesh Ramaswamy, Shiv Parameswaran, Arjun Kumar, Shreya Trivedi, Ishita Misra
Account Management and Planning: Hari Krishnan, Sudhir Rajasekharan, John Varghese, Pooja Selvaraj, Viditi Sharma
Production House: Twism (Director- Prasad Naik)