Fastrack goes retro way to say 'Move on'

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | May 30, 2011
The accessories brand from the house of Titan, in its new campaign, revisits the past, only to tell consumers to move ahead and adapt to the new lifestyle in a tongue-in-cheek manner.

Fastrack, the youth accessories brand from the house of Titan, has launched its new campaign that takes the brand from the concept of moving beyond relationships to seduction and attraction.

Conceptualised by Lowe Lintas and titled Answering Machine, the television commercial (interestingly, in black-and-white) involves brand ambassadors cricketer Virat Kohli and Bollywood actor Genelia D'Souza.

Speaking to afaqs!, Simran Bhasin, marketing head, Fastrack, says, "The new campaign does two things -- first, it's a different take on 'Move on' -- the brand's core proposition. Secondly, the campaign takes a look at why certain important gadgets were invented and gives the answer in a different way -- that these gadgets were invented to make our lives easier when it comes to being closer and spending time with our spouses, boyfriends or girlfriends."

Explaining the concept, Arun Iyer, national creative director, Lowe Lintas, says, "The whole idea is based on the brand's positioning, 'Move on', giving it an interesting twist by saying that Fastrack as a brand, has moved on from relationships, the focus now being on seduction and attraction. Seduction and attraction play a huge role in life and hence, the concentration has now shifted to using seduction, attraction and creating a synergy between many elements."

Fastrack plans to launch two more commercials based on the same theme, apart from a host of online activities.

Reliving the magic

Overall, the TVC meets with approval from the advertising fraternity, which feels that it captures reality very well and is executed nicely.

Naresh Gupta, national planning director, Cheil Worldwide, says, "If there is a phone -- it will ring and you have to answer it. It's one of those truisms of life that has not changed. The commercial captures this reality extremely well. Nice music, nicely executed, and leaves you chuckling. Possibly the 'move on' aspect of the brand is now very well-established, and the consumers connect it with the brand. Still, I think it works very well for watches, but not so much for bags and belts and whatever else they have. Very young, very buzzy."

Satbir Singh, chief creative officer and managing partner, Euro RSCG, adding a humorous touch, says, "As I make out, if I move on, Fastrack will help me make out. We've also seen it moving on from staircase to elevator since the latter is better at making out in (if you discount the security cameras). One can see more films coming.

People moving on from horse-carriages as air-conditioned cars are better at making out in -- and so on. Very 'campaignable' thought! Splendid rabbit -- er -- youth connect as well."

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