Fastrack launches youth centric campaign 'It's All in Your Hand'

Fasttrack launches a bold new campaign 'It’s All In Your Hand' targetted at 15-25 year audience. The campaign highlights Fastrack’s latest introduction to the smart category is the new feature-packed Reflex Wav. It’s the world’s slimmest smart band with gesture controls.

The campaign was executed keeping in mind three key objectives:

1. Bring alive the latest technology of using gestures to control your music, click pictures and reject calls
2. Add to the brands tech credentials by promoting the world’s slimmest smart band with a gesture control
3. Create awareness about the latest product in Fastrack’s smart band line up – The Reflex Wav

The need of hour for the youth is to be in control constantly in their lives. This band uses a simple gesture of twisting your wrist to bring alive the thought of – Its all in your hand.  The film uses horror, the flavour of the season to bring out a very cutting-edge technology in light and Fastrack manner.

The film is set in an eerie campsite by the lake. The key protagonist, the girl, uses an Ouija board to call a spirit. The group of friends around are very skeptical initially on the presence of a spirit around. She seamlessly uses the gesture of twisting her wrist to change the music on her phone placed on a dock. The constant switching of songs adds to the eeriness of the surrounding. It makes the group of friends, especially the male protagonist believe the presence of something supernatural around and he instantly reaches for the girl for comfort. She smartly uses the gesture feature of Reflex Wav to prank her friends and is very successful at the end of it.

The commercial cleverly brings out the gesture control feature of the new Fastrack Reflex Wav in a funny and light manner.

Speaking about their latest offering Suparna Mitra, Chief Marketing Officer, Titan Watches & Accessories, Titan Company Limited said, “At the heart of it, the Fastrack Reflex Wav is a true innovation, its features and build quality is a first to the market. Reflex Wav while the slimmest smart band with a display, also introduces 'gesture control technology' to the consumer, unabashedly. This gesture control feature helps one change music and take pictures with a simple twist of the wrist.

Fastrack has always met the ever-changing needs of the youth with offerings that fulfill their aspirations. All across the globe, youth today want to enrich their lives with meaningful experiences, be it their choice of music, taking selfies or owning the latest tech gadgets. And true to the brand's codes, the ad introduces this revolutionary product in a very relatable, youthful and cheeky manner.”

Ayushman Chiranewala, Marketing Head, Fastrack, Titan Company Limited commented that, “The youth today rely on technology for even the smallest tasks. We constantly look at upgrading our smart bands to simplify lives. Today, being able to track your sleep, activity tracking, etc, have become must-haves in all smart bands. Hence, our latest offering needed a differentiator that adds value to their lives. The Reflex Wav, uses cutting edge technology to control music, camera etc with a simple gesture of twisting the wrist. The film brings this feature alive in a very light, humorous and Fastrack manner.

Arun Iyer, Chairman and Chief Creative Officer, added, “The truth is, today’s youth likes to take control of the situation. This feature lends wonderfully to that behavior trait. You can control most aspects of your life with this band. There’s also a certain magic quality to this feature. We decided to portray that through the genre of horror-comedy, which happens to be the flavor of this year.”

"Reflex Wav is a first of its kind product from Fastrack. The challenge was to bring alive the technology in a Fastrack way. For today’s youth, a mere swipe of the finger can lead to interesting outcomes. In its own inimitable way, Fastrack tells the youth that a mere twist of the wrist can lead to exciting twists in life." believes Hari Krishnan, President (South) - Lowe Lintas.

AGENCY:

Created by: Mullen Lowe Lintas Group
National Creative Director: Arun Iyer

Executive Creative Director: Shiv Parmeswaran

Senior Creative Director: Arjun Kumar

Senior Vice President and Head of Advertising – South: Hari Krishnan

Account Management: Sudhir Rajasekharan, Bhupender Agarwal, Viditi Sharma

Planning: PadmaPriya, Danya Raj
Agency Producer: RDP Productions

PR Agency: AdfactorsPR

Exposure:

PRODUCTION:

Production House: RDP Productions
Director: Abinay Deo

Executive Producer: Apurba Sengupta

Producer: Daya Dayasuryavanshi

Director of Photography: Siddarth Diwan

Music: Subhajit Mukherjee
Cast: Himika Bose, Ashish Bisht

Post Production Head: Rahul Jethani