Do you know someone who puts up a filter for the sake of it? Someone who uses a hashtag not knowing what it stands for or goes to parties just to be socially relevant? Do you laugh at things you don’t find funny or do you spend too much time in front of the mirror at the gym than the weights? Fastrack has four really real words for them- Shut the Fake Up!
Brought to life in the film by Happy McGarrybowen, Fastrack urges this very philosophy.
Watch the spot:
Ayushman Chiranewala, Head of Marketing, Fastrack: “Fastrack being a young brand has always been the candid voice of the millennial generation. The brand has always stayed true to being unapologetic and bold in its communication. The new 'Shut the Fake Up' campaign is a testament to the brand’s longstanding philosophy of being true to yourself and breaking status quo. As part of the larger campaign, the brand looks to ignite amongst its audience the thought of living their lives on their own accord, and we at Fastrack celebrate this individuality.”
Kartik Iyer, CEO Happy Mcgarrybowen, had to say: “The common thread we found was that the youth today are less and less afraid of baring themselves and showing who they truly are. We thought this was a great point of view for Fastrack to stand up and own.”
The campaign is being run on television along with extensive engagements on Social Media. Lowe Lintas, Bangalore continues to manage the brand’s creative duties.
Campaign credits:
Agency: Happy McGarrybowen
CEO: Kartik Iyer
COO: Samarjit Choudhry
Creative: Vijay Joy, Pranav Karnad and Ajeesh
Account Management: Ameya Lokhande and Siddharth Sharma
Creative Producer: Siddharth Vaidyanathan
Production House: Nirvana Films
Director: Kishore Iyyar
Producer: Manjeet Bawa
Brought to life in the film by Happy McGarrybowen, Fastrack urges this very philosophy.
Watch the spot:
With this campaign, Fastrack challenges the norms and carves a pathway for millennials. Be it being big and beautiful, being online or offline, or simply being different and unique in your own way. It’s all about being real - online and off it. Speaking on the new direction, Suparna Mitra, Chief Marketing Officer at Titan said: “Following our tradition of being in tune with the language of the youth, this campaign fits in, seamlessly. Fastrack has always spoken the language of the youth and this TVC is no exception. Set in a relevant background, the film represents many quintessential elements to today’s youngster; from a simple chat, to actually meeting the person. The TVC borrows from the archetypal ‘boy meets girl’ narrative and showcases two versions of your life - with and without Fastrack.”
Ayushman Chiranewala, Head of Marketing, Fastrack: “Fastrack being a young brand has always been the candid voice of the millennial generation. The brand has always stayed true to being unapologetic and bold in its communication. The new 'Shut the Fake Up' campaign is a testament to the brand’s longstanding philosophy of being true to yourself and breaking status quo. As part of the larger campaign, the brand looks to ignite amongst its audience the thought of living their lives on their own accord, and we at Fastrack celebrate this individuality.”
Kartik Iyer, CEO Happy Mcgarrybowen, had to say: “The common thread we found was that the youth today are less and less afraid of baring themselves and showing who they truly are. We thought this was a great point of view for Fastrack to stand up and own.”
The campaign is being run on television along with extensive engagements on Social Media. Lowe Lintas, Bangalore continues to manage the brand’s creative duties.
Campaign credits:
Agency: Happy McGarrybowen
CEO: Kartik Iyer
COO: Samarjit Choudhry
Creative: Vijay Joy, Pranav Karnad and Ajeesh
Account Management: Ameya Lokhande and Siddharth Sharma
Creative Producer: Siddharth Vaidyanathan
Production House: Nirvana Films
Director: Kishore Iyyar
Producer: Manjeet Bawa
No comments:
Post a Comment