Fastrack continues with its irreverent streak

Fun, unpredictable and absolutely unapologetic – that is what Fastrack’s latest campaign is all about. Conceptualised by Lowe Lintas, Fastrack’s latest three-film campaign – ‘Never Have A Never Have I Ever’ – is a reflection of the way the youth lead their lives in the face of constant pressure to do “something worthwhile” and “something different”.

These quirky yet relatable commercials show the youth living up to these expectations in their own creative way. They don’t take setbacks or themselves too seriously and handle the lemons that life throws at them, in the best way they know how. Whether the conversation is about recycling, upholding the law or saving water, the brand tells its audience to never have a ‘never have I ever’ moment.

The campaign went on air on February 20, 2016 and will continue till March 19, 2016.

Sharing his thoughts on the latest campaign, Hemal Panchamia, Marketing Head, Fastrack, said, “As a brand, we encourage our audience to look at the lighter side of things. In true Fastrack style, our latest three-film campaign is quirky, relatable, fun and unapologetic. The campaign redefines certain social causes in the language of today’s youth, encouraging them to chill out and lead interesting lives.”

Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas, commented, “It’s always fun to work on Fastrack, but we had an especially great time conceptualising and executing this campaign. Coming up with situations for these films didn’t feel like work at all. It felt like one long party, sitting around with friends, recalling or making up crazy stories. The director, Vishwesh of Corcoise Films, brought his own quirky vibe to the table and we’re very happy with how the films have turned out.”

In keeping with Fastrack’s irreverent style, all three films take instances from everyday life and put a complete Fastrack spin on it. The campaign’s cheeky visuals showcase how the youth are unapologetic and deal with an uncomfortable situation head-on.

Shedding more light on the campaign, Suparna Mitra, CMO, Titan Watches & Accessories Division, Fastrack, said, “Today, the youth are a large part of increasing conversations around social issues… this got us thinking. While we have always shared our take on social causes in the past, we wanted to approach the insight in a different manner this time around, and conceive a campaign that was directly in line with the brand’s irreverent core. We wanted to launch a campaign that was quirky, relatable and showcase how the youth live up to the expectations of needing to have an opinion in their own creative way. We wanted to showcase how they don’t take setbacks or themselves too seriously and handle the lemons that life throws at them, in the best way they know how. All three films are quirky, relatable, fun and unapologetic; a language that our audience understands.”

While stating that Fastrack personified the youth mindset and brought it alive through interesting conversations, Mitra added that this campaign attempted to create new conversations. “With this campaign, we hope to build greater affinity for the brand and reaffirm connect with our target audience,” she said, adding, “It is a message to youth at large, urging them not to take life too seriously.”

The campaign is led by television, followed by other digital media like YouTube, Hotstar and other social assets of the brand.

The first ad film is set in a packed concert. The crowd is grooving to the performance, pushing ahead towards the stage. A policeman trying to control them seems to be enjoying the performance himself. Two boys in the front row notice this and exchange looks. The next frame shows the joyous policeman in the air, being lifted by the crowd. A super appears which reads ‘Never have I ever upheld the law’.

Another film opens in a men’s shower room. A young man awaiting his turn is surprised to see a young a woman walking out of a booth in a towel after her shower. Adding to his surprise is a man walking out of the same booth. The camera focuses on a ‘Save Water’ signboard, and a super reads, ‘Never have I ever supported a cause’.

A third film is set in a bar. A girl angrily throws a drink on her male friend. Unperturbed, he squeezes the drink from his shirt into a glass, and drinks it. A super appears, ‘Never have I ever believed in recycling’.