Lowe Lintas creates Fastrack's new ad campaign

MUMBAI: Fastrack, the youth fashion brand, has launched a new ad campaign -"Blame Fastrack and Move On" that has been created by Lowe Lintas.

The objective of the campaign is to redirect the blame that the youth of today face from everyone around them. It is targeted to youth of 18-24 years of age.

Fastrack marketing head Simeran Bhasin said, "The TVC appeals to the youth of today who are aggressive and passionate and ultimately lead to a better brand connect. The Blame Fastrack campaign draws inspiration the youth of today and hopes to liberate them from the pre decided moral rules of the society."

The company plans to roll out a total of three commercials. The subsequent two TVCs are for watches and sunglasses and will be launched in the coming months.

Talking about the brief that was given to the agency Lowe Lintas executive creative director Akash Das said, "The youth today are the most blamed lot for things that they do or don‘t. Constantly persecuted by parents, teachers, politicians, moral police, girlfriends, boyfriends, it‘s certainly a difficult age to be. Fastrack with its latest proposition offers to take the monkey of their back. Need an â€?excuse‘? Blame Fastrack. Move on."

The TVCs use a high energy track by an American alternative rock band, Cake – Short Skirt/Long Jacket. "The track lends the TVC a high energy vibe and the lyrics help establish the image of the Fastrack girl," Das said.

Blame Fastrack is being amplified on the digital media as well. "Social media is the best way to connect and interact with the youth. An extensive twitter and Facebook plan is being put in place to make Blame Fastrack a part of youth pop-culture," Bhasin said.

Latest Reads
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories