Fastrack launches new campaign for Reflex - Gear up for some action
Fastrack, known for its quirky designs and clutter breaking campaigns, has unveiled its new advertising campaign titled “Gear up for some action” which bears the signature brand persona. Synonymous with the progressive mind-set of millennials, Fastrack has designed this campaign specifically for Reflex, a dynamic new product in the smart wearables category which tracks calories, monitors sleep, counts steps and is high on style. The latest campaign launches the new category in Fastrack’s portfolio of youthful, trendy products, in a manner that’s ‘uniquely Fastrack.’
The youth don’t sit back and wait for an interesting conversation, moment or situation to happen. They find ways to make it happen. For them even fitness is seen as just another chance to have some fun. And that is the key insight driving the two films in this campaign. Capturing a series of fun and flirtatious moments between strangers sparked off by the seemingly innocuous activity tracker, the TVCs sign off with the cheeky promise that the Reflex helps gear one up for ‘action’.
Elaborating on the concept behind the “Gear up for some action” campaign, Suparna Mitra, Chief Marketing Officer, Watches & Accessories, Titan Company Limited said, “The youth have evolved and so have their needs, especially their love for technology. Millennials look for multifaceted products and we want to provide them with empowering products that meet their continuously changing lifestyles; today, this includes being more active and fit. The latest campaign for Reflex goes beyond conventional communication in the wearables space. It’s a fun way to celebrate the needs of the youth, who desire a combination of smart features and trendy design."
Adding further, Ayushman Chiranewala, Head of Marketing, Fastrack said, “At Fastrack, we design our products with extreme focus on the end consumer, the millennials. So why should our communication be any different. The youth today are bold and not afraid to be upfront about what they want. Our campaign interprets this behavior in the fitness space in an unconventional format.”
“Fastrack is a brand that has always tried to be the candid voice of youth. In that context, when Fastrack decided to launch Reflex, a new range of fitness/activity trackers, it was another opportunity for the brand to present its own candid view on ‘Fitness’. The word ‘activity’ has a different meaning in the youth lexicon. From chatting to jogging to even flirting, almost everything is an ‘activity’ and that’s exactly what we decided to trip on”, says Hari Krishnan, President (South), Lowe Lintas.
Sharing his thoughts on the campaign, Rajesh Ramaswamy, Executive Director, Lowe Lintas Bangalore says, “Activity trackers is a totally new category. But we had to always keep in mind that this product is by ‘Fastrack'. Fastrack has always had a lighter take on everything. Probably just like the audience we want to connect with. Very few seem to be having fun with a topic like ‘fitness’. So we came up with a tongue-in-cheek take on fitness. We had fun making it. Also because we had Vinil Mathew making it for us. Hope they all love it like we do.”
Watch the Fastrack Reflex TVC on YouTube
Created by: Lowe Lintas
Creative: Arun Iyer, Rajesh Ramaswamy, Rimona Ganapathy, Lohith Chengappa, Sooraj Pillai
Account Management: Hari Krishnan, Sudhir Rajasekharan, Kunal Madhavdas, Sandeep Narayanan, Viditi Sharma
Production House: Breathless Films
Director: Vinil Mathew