Fastrack pushes 'lightweights' collection with 'Be Like Ray' message

Fastrack has rolled out a new campaign conceptualised by Lowe Lintas to promote its ‘Lightweights’ collection of wrist watches.

 

The film begins with the visual of a young man who wears an unflappable attitude and is unmoved by any circumstances in his life. It captures several situations in a young person’s life like turning up late for a date, or being bashed up by his friend for taking his car without permission and then crashing it. Whether it's a positive or negative situation, the young man maintains the same unruffled expression. 

 

Suparna Mitra, ‎chief marketing officer, watches and accessories, ‎Titan Company, said, “Fastrack has always focused on catering to the needs of the youth, while being a reflection of their mindspace and attitudes. The core thought behind the collection is that today’s youngsters are truly unflappable; and unimpressed by things that the world often makes a big deal of.”

 

Ayushman Chiranewala, head of marketing, Fastrack, added, “The collection is the voice of a generation, one which has taken the art of composure to the next level. They express themselves with ease and calm, with the mindset that anything is possible, ‘so sit back and let life unfold as it should.’”

 

Arun Iyer, chief creative officer, Lowe Lintas, said, “We decided not to focus on the literal lightness of the watches and to capture it in the context of the 'take everything lightly' attitude with which the youth lead their lives today.”