What we have been experiencing since the past few weeks is a once-in-a-lifetime event. Everybody has shown sense and patience by staying inside their homes and practicing social distancing. But for the youth, the lockdown is sure to seem unending, yet they have survived it in their own unique and creative ways. Motivating everyone to stay put, Fastrack has announced a social message with a series of three videos featuring youth icon Ananya Panday.
Fastrack’s collaboration with the Bollywood star Ananya Panday has come at a very opportune time. With this video series, the brand aims to engage with their TG, the Gen-Z’s, who are stuck at home with nothing but their own company to enjoy. These 12-second films capture Ananya’s spirit of making the best of every situation with her unique style validating that this is the best time to experiment and be as outrageous as they like, as long as they #StayTheFIn.
Ayushman Chiranewala
Ayushman Chiranewala, Marketing Head, Fastrack, said “Fastrack being India’s iconic youth fashion brand always approaches things in a fresh and interesting manner. With over a month of lockdown while counting more days, our latest #StayTheFIn campaign aims to motivate consumers to stay put, while utilizing the time at home innovatively. Fastrack invites its audience to make the best out of the current situation by exploring what they wish to do to be sane and quirking it up like always even in this scenario. As part of the larger campaign, the brand attempts to ask its target audience to keep behaving responsibly and keep experimenting and Fastrack celebrates this bold spirit”.
Commenting on the idea, Puneet Kapoor, Regional Creative Officer, Lowe Lintas, said “Fastrack has always been a nimble-footed brand reflecting modern youth codes and pop-culture codes in quirky ways. There’s a bright side to the current lockdown too and we’re seeing a spurt of creative expressions across social media platforms whether it’s culinary, music, dance or the arts. That exactly is the point of these ads asking people to find their crazy groove and stay the f*ck indoors.”
The multi-film campaign is already live across Fastrack’s online platforms.
https://www.facebook.com/fastrack/videos/524472395102499/?v=524472395102499
CREDITS:
Client: Ayushman Chiranewala, Pooja Sharma, Anne Chacko, Kirti Verma, Anuja Salvi
Agency: Lowe Lintas, Bangalore
Creative Team: Sagar Kapoor, Puneet Kapoor, Deepesh Rajan, Shiv Parameswaran, Richa Jain, Hamza Bhavnagarwala
Account Management: Sonali Khanna, Bhupender Agarwal, Radhika Bhattacharya, Ritisha Mondal
Planning Team: Kishore Subramanian, Easo John, Namrata Sukumar
Production House: Catnip Culture (Director: Reema Sengupta)
