Campaign : Introducing bags from Fastrack
Brand: Fastrack
Company: Titan Industries
Agency: Lowe Lintas
The Campaign
Fastrack has conceptualised three TV ads to market the new range of bags that the brand has introduced. All the three commercials have Bollywood actor Genelia D?Souza and cricketer Virat Kohli in the lead. The first ad titled ?ATM? shows D?Souza and Kohli embracing in an ATM kiosk. As they get closer, Virat points out the camera in the ATM to D?Souza. She empties her Fastrack bag and smartly covers the hidden camera with it.
In the second commercial named ?Hickey?, Kohli is seen in front of the mirror. While getting dressed, he spots a love bite on his neck. In a move to hide the love bite, he slings his Fastrack bag and makes use of the strap of the bag to hide it. As he steps out of the house, he comes across D?Souza. But she spots the love bite on Kohli, and adjusts the strap to hide it better. In the ?Airport? commercial, the two are seen together at the baggage counter. D?Souza is shown collecting the baggage tickets while Kohli is listening to his MP3 player. When the attendant asks her if she has any more baggage, she shyly indicates Kohli.
At the end of ech of these ads, the camera zooms in to showcase the different range of bags Fastrack has introduced and mentions the starting cost of the bags. Along with it a voice over also follows: ?introducing bags from Fastrack? and the tagline goes ?Move On?.
Our Take
This is not the first time that Fastrack has used celebrities to endorse the brand, it earlier had John Abraham promoting its range of sunglasses. But two of them in a commercial is a first indeed. The fashion brand has always been associated with youth and the products being targeted at the college going crowd who are looking for fun and just move on with time. With the brand targetting youngsters who are ever eager to try out new things, the ?Move on? concept has been its brand idea for some time now. In the commercials for its new range of bags, Fastrack has tried to retain that identity while introducing a new product under the same brand.
Here too, the brand gives the same feel and lends its irreverent character to the new products bringing out the quick thinking, smart and trendy side of its brand endorsers. It has created situations that gel well with its brand identity of positioning itself as a brand for the youth.
The music and the look are refreshing and the duo complement each other. With every situation, Fastrack tries to show the smartness of youngsters by using the bags as a prop in all the three commercials. Picking up different situations to give a single message is a smart move as it is easier for brand recall.
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