Fastrack’s new campaign presents sunglasses as more than fashion

Fastrack Specs presents their new campaign highlighting why sunglasses are more than a pair of fashionable accessory.

The brand campaign, #NecessoryNotAccessory brings attention to the functional aspect of sunglasses, which is in being a necessity against the sun, and presents that with a very Fastrack twist.

Conceptualized by Lowe Lintas, the campaign through three multi-concept films showcase different situations that could have been avoided if only one would have been wearing the right kind of sunglass. The main objective of the campaign #NecessoryNotAccessory is to bring forth the brand’s view on the necessity of having a pair of sunglasses to protect your eyes and prevent yourself from any obstacles. 

Maneesh Krishnamurthy, head of marketing, Eyecare Division Titan Company said, “In a tropical country like ours, sunglasses are a must-have. For decades, sunglasses have been marketed as a fashion accessory only but that is not just, why they were created. With #NeccessaryNotAccessory we want to bring new users to the category and grow it by showing the consequences of missing your sunglasses on your next holiday. We believe your beach holiday will never be the same after you experience it with polarised sunglasses nor will you experience the blinding effect of the Indian summer sun with the right mirrored sunglasses. We are 'educating' with a fastrack quirk."

Sonali Khanna - president & head of Lowe Lintas, South adds, “Fastrack is a brand where we’ve always made unconventional campaigns to match their unique products. Hence, we decided to push this from merely a ‘feature-education’ piece to a fun and interesting narrative on why sunglasses are ‘Necessary not Accessory’."