Youth today seek unpredictable and out-of-the-box solutions for common problems which are also fun and exciting. Working on this insight, Fastrack has released its latest campaign titled 'Never Have a Never Have I Ever'.
Created by Lowe Lintas, the campaign consists of three different films showcasing three 'never have I ever' stories by the youth, for the youth. Released on February 20, the campaign will continue to be on air until March 19. The campaign has been released as a TVC, on YouTube, and has also been released on Hotstar for the first time.
Rajesh Ramaswamy, executive creative director, Lowe Lintas, says, "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, sitting around with friends, recalling or making up crazy stories. 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."
The brand also confirmed that there will not be any more videos for this campaign other than those already released.
The brand has been known for its out-of-the-box progressive campaigns over the years. This is the reason why it has become popular among the youth, thus establishing itself as an independent youth accessories brand in the country. Fastrack's list of talked-about campaigns include Sorry for What, Just Be, Dump Them, Move On, Live in, Keep Trippin, Closet, and Mature is In. Each campaign tries to interpret the brand thought 'Move on', in a progressive, untraditional manner, targetting the country's youth.
Fastrack was launched in 1998 as a sub-brand of Titan. In 2005, it was spun off as an independent accessory brand targetting the urban youth. With the vision to become a complete fashion brand, Fastrack launched sunglasses in 2005 and then bags, belts and wallets in 2009. Today, it has over 150 stores including its exclusive store chain across the country.
Quirky and fun
Shobhit Mathur, executive creative director, Hakuhodo Percept, feels that the main idea behind the videos is to be full of fun. He says, "'The track that the brand is treading upon is heading for a trap'; 'find a cause and make a film around it seems to be the mantra'; 'what's the strategy'? The real essence of 'Move on' is getting lost' - these are some statements that a person who takes advertising way too seriously would say. For me, these are fun films. They deliver on the edgy irreverence the brand has differentiated itself on (kudos to the marketing team for believing in pushing anything but safe)."
Swati Bhattacharya, chief creative officer, FCB Ulka, feels that the films help her go back to her youth. She says, "This particular campaign will work wonderfully with the 17-25 year-old age group. I like the campaign and it takes me back to my youth. The execution is fun and the ads are brilliantly made. The films were short and crisp and to the point, though some may criticise the length since all three ads are of very short duration."
Bhattacharya further adds that youth is all about finding innovative ways out of awkward situations. "It is all about inventive measures. Given the current happenings in the country, I wish the youth could take a similar step in real life, just like the one in the rock concert commercial. The brand has always been pushing the edge with its advertising and it has done justice to this one too," she adds.
Vijay Simha, group creative director, Cheil India, did not like the films other than the water conservation one. "While the bathroom commercial made me smile, the other two simply didn't do anything. Only the first seems to have successfully carried forward the brand's manner of speaking, which is using innuendo," he says.
Commenting on the execution, Simha says, "The concept is novel, but the execution isn't. The films when viewed separately fall short of communicating the core message, without any context of the larger integrated campaign. The brand's earlier campaigns 'How many you have?' and 'Move on' were more stark, clear and impactful. Too much reliance on the end line 'Never have I ever.......' seems to have worked against the idea itself. Will it dial up brand recall? Maybe. Will it tell a new story clearly? Maybe not."