Fastrack has introduced its latest smart band offering, Reflex Beat. Lowe Lintas Bangalore has conceptualised a campaign to build interest in Reflex Beat’s Active Heart Rate Monitor feature through which consumers can keep track of their heartbeat.
This campaign is aimed at Gen-Z, who are self-aware, born to create, talented and unafraid to show their authentic selves. Mindful of their choices, they lead with their hearts. ‘What you heart now’ mirrors this boldness to follow whatever makes the heart tick – whether unconventional or just vanilla. It encourages the youth to own their choices and uphold their unique identity.
Talking about the new campaign, Ayushman Chiranewala, Head of Marketing, Fastrack said “I think this film is unique in the way that it approaches the relationship between Gen Z and technology. Youth today want smart products that add meaning to their lives. With the launch of Reflex Beat, we are encouraging them to use it in ways that suit their interests and passions. And of course, we say this in the candid, yet cheeky manner that’s come to be associated with Fastrack.”
Set in the corridor of a residential apartment, the film opens with a young boy seen leaving his house. His pretty neighbour walks by at the same time; they seem to lock eyes, and his heart starts to race. The Reflex Beat band complements the jump in his heart rate. Suddenly, he sees his four-legged neighbour, and guns for him instead. As he turns his attention to the dog, the heart rate indicator on his Reflex Beat band jumps further.
Commenting on the campaign, Sagar Kapoor, CCO, Lowe Lintas, said “Of all the complex theories and studies of Gen Z today, there’s one undeniable fact. They believe in seeking what their heart desires. In this seeking they are unabashed and unapologetic. ‘What your heart now’ is a reflection of this fact. Whatever makes their hearts race faster is what they will chase and get. A perfect fit for the product Reflex Beat with Active Heart Rate Monitor.”
The campaign is live across digital and offline platforms.
Agency: Lowe Lintas, Bangalore
Creative: Sagar Kapoor, Kapil Mishra, Shiv Parameswaran, Arjun Kumar, Richa Jain, Bobby Thomas
Account Management: Hari Krishnan, Bhupender Agarwal, Radhika Bhattacharya, Ritisha Mondal
Production House: Good Morning (Director: Shashanka Chaturvedi)