MUMBAI: Lowe Lintas and Partners has created the Tee Virus campaign for Titan‘s watch and youth accessories brand Fastrack.

The brief given to the agency was to inform the consumers about the new product line based on the apparel piece - the T-shirt. The communication focuses on the fact that these accessories (bags, watches and sunglasses) are a result of Fastrack‘s signature of "quirkiness".

The campaign is called ‘Teevirus‘, implying a highly infectious T-shirt borne disease that infects bags, watches and sunglasses.
The campaign consists of three television commercials (TVCs), each 15 - 20 seconds long. While two of these (promoting the sunglasses) take the tag-line ‘Infected by tee shirts‘, one for the watch ends with the tagline ‘Born from tee shirts‘.

Concepts like measles and vomiting have been used to portray how the range of sunglasses has been infected by tee shirt designs. The commercial with the watch shows two tee shirts (white and green) getting cosy on the bed and ultimately giving birth to a watch, also green and white in colour, justifying the tagline ‘Born from tee shirts‘.

These videos were created and posted on Facebook and Youtube and later, due to the "overwhelming" response received, were aired on mainstream television.