Fastrack sunglasses has launch a new brand campaign titled #NecessoryNotAccessory. Conceptualised by Mullen Lowe Lintas, the campaign is showcased through three multi-concept films.
Said Maneesh Krishnamurthy, Head of Marketing, Eyecare Division Titan Company: “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.”
Added Sonali Khanna – President & Head of Lowe Lintas, South: “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’.”
Fastrack, the youth watch and accessory brand, has teamed up with Irony Esports, a community-first esports platform, and has become the Title Sponsor of the War Mania Pro Warrior Cup – a premier BGMI tournament.
Said Fastrack’s Marketing Head Ajay Maurya: “Whether it is about style or utility, today’s fash-tech is very expressive, and Fastrack Reflex Vox, the first smartwatch from the brand, is at the very vanguard of this movement. We are excited to help esports athletes and streamers self-quantify themselves by relying on our features like stress-monitor, sleep tracker, activity tracker to first monitor these vitals, but subsequently benefit from the AI-powered running coach that will nudge them to stick to these daily goals towards long term habit formation. Fastrack Reflex VOX thus becomes a partner for the unbeatable youth, helping them incorporate simple habits while doing it in style.”
Added Irony Esports Founder & CEO, Tushaar Garg added: “Just like cricketers, esports athletes now understand that championships are won and lost in detail. Whether it is taking 10,000 steps, sleeping seven hours or drinking adequate water every day, the approach to performance cannot remain amateurish. We are pleased to welcome Fastrack Reflex VOX to provide a solution for a multi-factorial problem of being able to self-quantify and then staying motivated.’
Fastrack announces the launch of its first smart watch Reflex VOX with a digital campaign including multiple touch points to engage with its audiences. The brand has onboarded actor Rohit Saraf as its ambassador.
Said Fastrack’s Marketing Head Ajay Maurya: “Fastrack has always established a great synergy between communication and innovation that enables us to lead the conversation regarding youth fashion and tech trends. With Fastrack Reflex VOX as we introduce a new category that caters to our audiences and gives us the right opportunity to collaborate with a personality that resonates with the spirit of our audiences. This association with Rohit has been a fun one and we are highly excited to introduce you all to him as the new face of Fastrack for its fash-tech portfolio. Rohit represents the generation of youth with unbridled spirit and enthusiasm and that is what the brand Fastrack represents.”
Fastrack has launches its latest smartband offering, Reflex 3.0. And for this, a campaign has been conceptualised by Lowe Lintas Bangalore.
Said Ajay Maurya, Head of Marketing, Fastrack: “This fun, bold, spontaneous film speaks the language of the Gen Z’s who don’t believe in set definitions when it comes to fitness. They believe in being fluid in their thinking and impulsive in their actions. The latest Fastrack Reflex 3.0 smart band comes with 10+ sports modes which makes starting your fitness journey as easy as it gets. The film beautifully lands the message: With the Reflex 3.0, you can start your fitness journey just anywhere.”
Added Puneet Kapoor, Regional Creative Officer, Lowe Lintas: “Fastrack has always stood for the audacious and uninhibited expression of youth identity which can’t be locked in templates or boxes. This applies equally to their idea of fitness also, which spills out, ever so freely, from the walls of gyms and lines of courts, to almost anywhere. That’s the central idea of this film with the many features of Reflex 3.0, keeping a tab with it’s exciting modes no matter where you start.”
Fastrack has recently launched its new Ruffles collection, also co-created by actor Ananya Panday. To promote this latest collection, Lowe Lintas has conceived a campaign featuring Ananya.
Said Ayushman Chiranewala, Marketing Head, Fastrack: “With a successful launch of Fitouts, the first collection under Fastrack x Ananya Panday collaboration, Fastrack is all set on its fashion journey with a second launch – The Ruffles. The Gen Z’s of today have many varied facets in their personality, and we’re making products that will appeal to them all. The fit outs collection was meant for the fun and quirky girl, while Ruffles will touch a chord with those unconventional divas. This exciting new film and our stylish product designs aim to change the definition of a typical diva and encourage them to run the show on their own terms and be their authentic self even if it means ruffling some feathers along the way.”
Talking about the campaign, Puneet Kapoor, Regional Creative Officer, Lowe Lintas added: “The Fastrack Ruffles collection is one of the most drool-worthy and beautifully designed collection sure to make heads turn. The bold and cutting-edge designs find an equally bold expression in the attitude and idiosyncrasies of a new age diva like Ananya Panday. It’s a fun collaboration of writing and filmmaking between the Lowe Bangalore team and Catnip films”
Commenting on the idea, Ananya Panday said: “I’m really excited to introduce the latest, chic and very versatile all-new collection, Fastrack Ruffles. It has been designed to make a bold statement with a sophisticated and elegant flavour to it. This one is perfect for the girls who revel in the spotlight and don’t care how many feathers they ruffle. I love it and look forward to ruffling the world, together along with the divas out there!”
To connect with its young TG, Fastrack Reflex has come up with a new video that showcases everything that Gen-Z is doing to keep up with their friends, family and followers in the Lockdown. Fastrack has taken it up a notch by documenting the significant change in their TG’s behaviour with the “What You Heart Now” video.
Ayushman Chiranewala
Said Ayushman Chiranewala, Marketing Head, Fastrack: “With the campaign “What you Heart Now” the brand laurels the attitude of never letting any situation inhibit the spirits of the youth. The young, outgoing, adventurous souls have made staying indoors happening and fun. Within the four walls of home, they continue doing what they are passionate about, be it socializing over group video calls, acing their coffee-making skills or making TikTok videos. To ensure we connect further to our audience, we have been encouraging them to share their in-house stories with us and tell us what their heart calls out for.”
Puneet Kapoor
Added Puneet Kapoor, Regional Creative Officer at Lowe Lintas: “The youth is the fastest to adapt and accept the new-normal of how our lives have changed through these lockdown times. The tsunami of fabulous content created in the last 40 days stands testimony to this. What one’s heart desires and how we’ve adapted in these times, has found such numerous expressions and that’s exactly where a Fastrack idea property of #WhatYouHeartNow sits. Kudos to the Shiv-Deepesh team at Lowe to have pulled this quirky content piece amidst the lockdown.”
Motivating everyone to stay put, Fastrack has announced a social message with a series of three videos featuring youth icon Ananya Panday. With this video series, the brand aims to engage with the Gen-Z’s who are stuck at home with nothing but their own company to enjoy.
Said Ayushman Chiranewala, Marketing Head, Fastrack: “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, added: “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.”
It is the festival and marriage season. And gold is crossing all known limits. It’s also Tanishq time.
It is natural for the middle-income household to be doubting purity and buyback values of their gold that they are buying, exchanging, repairing or melting.
Karat meters are working overtime across more than 280 Tanishq showroom across the nation are busy shaping dreams.
Diamonds after Nirav Modi are failing to find favour among jewellery buyers. But at Tanishq, it’s a bit different. There is trust which gets amplified with the 100% buyback on them at current prices. Diamond start getting a new sparkle.
TANISHQ HEARTFELT GOLD.
I recently saw these three beautiful films on the Tanishq website. I have not seen them on TV, and not much is spoken about them on social media. Maybe I missed them. They seem to evoke the right emotion and reactions from consumers and people I could check. wit
What I was interested was in seeing how far does the brand take what it promises on its site. And that took me to the showroom at Borivali and Oberoi Mall in Goregaon.
I was suitably impressed by the near-templatised humanly perfected identical treatment. I can endorse what Tanishq says about their customer service. “We strive to ensure that every employee at Tanishq is welcomed into the folds of our protective family with their best interest being one of our main concerns. Our Karigars are provided with world-class facilities, a safe and supportive environment and are well taken care of with benefits like health care and financial aid. With the advancement of jewellery making equipment and technology, our workers also gain training and access to these top-of-the-line machines to aid in the creation process of their masterpieces.”
TANISHQ JEWELLERY MAKING CHARGES.
Tanishq has become a benchmark of purity and customer service in gold jewellery. People, after experiencing carat deviation between claimed and actual on their old jewellery, have shifted. They are now willing to pay a premium on making charges once they are assured of the purity and carat of the gold they are buying. Though Tanishq talks of every jewellery piece being crafted to give it a signature finish and the availability of a wide range of gold jewellery where the making charge start at 8% only. Now, this is the standard ploy; you hardly find much jewellery at 8% making charges. Mostly it is around 18-20%. Maybe a Tata brand could be a bit more transparent than starting at 8% gimmick.
PUSHING THE PURCHASE VALUE.
The team of salesperson take good care and keeps you engaged. It is their role to push the value of the purchase. Hence if you say you want a jewellery costing Rs 1 lakh, they will show something starting at 1.5 lakh. This strains customers from the middle-income household who walk in after doing their complete maths.
The customers finds themselves constrained in the ambience of the showroom. They feel hesitant voicing their concern. Their body language closes out. There would be a feeling and a question if they were better at the family jeweller.
The joy of buying gets threatened. Maybe it is nice to show 1.5 lakh but please show then the lakh piece too.
THE KARAT METER MAGIC AND ISSUES.
The state-of-the-art Karatmeter present in every Tanishq store is a very accurate way of measuring the purity of Gold. I have personally experienced the trust it evokes and has seen it tilt discussion in favour of Tanishq.
THE MELT BEFORE YOUR EYES MAGIC.
When a customer brings old gold for exchange at Tanishq, he or she sees the old gold melt in front of their eyes. The pre-and-post melt weighing is done right in front of you. The result, the weight and the karat reading are always right.
THE MATHEMATICAL CHALLENGE CUSTOMER.
Here is what I witnessed at one of the Tanishq showrooms. The Tanishq team takes the pain to explain to mathematically inclined jewellery exchange couple how a 40 gram 23-Karat and a 10 gram 20-Karat gold after melting can become 50 gram of 18.3-Karat. They are convinced only when another customer who is watching the argument and steps in to explain. It is all about soldering – tanka in the old jewellery.
The couple understands and compliments, saying they have got their old jewellery checked in two towns across three Tanishq showroom getting precisely the same reading. Maybe some amount of pre-explanation is required.
THE GOLD HARVEST SCHEME.
You should see how the salesman, while selling a small piece, is busy upselling dreams. He is pushing the Gold Harvest Scheme. Where one can accumulate money over a period of time and at the end of the period, buy the jewellery they want. With the Tata brand, the security of money is guaranteed. I would presume Tanishq showroom at least the one I visited on that particular day was showing a minimum of 50% GHS subscription.
BIG HEARTED RELATIONSHIP.
Tanishq is taking personalisation and emotional touch to a new level. When you unsubscribe to their mail, what you read before you say click is so endearing. “We’d be terribly sad if we can’t send you emails any more. But if you’ve had enough, with a heavy heart, we say this. Click here to unsubscribe.”
This service standard is apparent across Tanishq, Zoya, Mia, Caratline, Helios World Of Titan, Fastrack, Titan eye plus Skinn. It is how the complete brand trust is retained and strengthened.
TANISHQ, BEYOND GOLD AND SELLING.
It feels good to know some more facts about Tanishq sincerity. So, what if my source is just its website. I will trust the brand to tell me the truth.
Over 70% of the water used in manufacturing is recycled.
30% of the energy used in manufacturing is renewable.
40% of the Gold used comes from recycled sources.
The Titan Kanya Initiative helping educate more than 34,000 girls.
Fastrack has launched a brand film that promotes its new launch, Reflex Wav.  Said Suparna Mitra, Chief Marketing Officer, Titan Watches & Accessories: “At the heart of it, the Fastrack Reflex Wav is a true innovation, its features and build quality is a first to the market. Reflex Wav while the slimmest smart band with a display, also introduces ‘gesture control technology’ to the consumer, unabashedly. This gesture control feature helps one change music and take pictures with a simple twist of the wrist.
Added Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas: “The truth is, today’s youth likes to take control of the situation. This feature lends wonderfully to that behavior trait. You can control most aspects of your life with this band. There’s also a certain magic quality to this feature. We decided to portray that through the genre of horror-comedy, which happens to be the flavour of this year.â€
Fastrack has recently launched the latest version of its wearable activity tracker ‘Fastrack Reflex 2.0’. To promote this new-age activity tracker, Lowe Lintas Bangalore has conceived a campaign film.
Said Suparna Mitra, Chief Marketing Officer, Titan: “The mere thought of losing our phone sends all of us into a panic frenzy. And the perfect solution to this is Reflex 2.0’s phone finder feature. While the smart band has other new features, we thought this would be an interesting take to appeal to the growing number of smart wearable users of today.”
Commenting on the campaign, Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas added: “The idea came from a very simple insight, our world seems to fall apart in the moments just after we realise we’ve lost our phone. We are inconsolable and feel like a ‘loser’ in every sense of the word. We decided to have a bit of fun and showcase how with the Fastrack Reflex 2.0 you never have to feel like a loser again.”
Fastrack has announced the launch of Reflex 2.O. Following the launch, the brand has launched its latest digital film that shows how people react when they think they have lost their phones. The campaign manages to illustrate the benefit of its new feature while staying true to the brands personality and tone of voice.
Speaking about the idea behind the brand campaign for Reflex 2.O, Suparna Mitra, Chief Marketing Officer, Marketing said: “The mere thought of losing our phone sends all of us into a panic frenzy. And the perfect solution to this is Reflex 2.0’s phone finder feature. While the smart band has other new features, we thought this would be an interesting take to appeal to the growing number of smart wearable users of today.â€
Added Ayushman Chiranewala, Head Marketing, Fastrack: “In today’s world, an individual’s personality or appearance holds a lot of importance and everyone wants to maintain a certain image. This film shows how fumbling in search of things that you misplace, makes you look like a loser and that you can avoid it if you have a technological aid in your hand. Smart wearable technology is gaining rapid popularity among an increasing number of consumers globally. Reflex 2.0 is a product designed to cater to the needs of the new-age millennial who desires to keep up with the latest technology.â€
Fastrack has launched a new sunglasses collection – Unilens that specifically centres on having a single lens across the front frame. To promote the launch, the brand has released an ad campaign that has been conceptualised and created by Lowe Lintas.
Speaking about this film, Suparna Mitra, Chief Marketing Officer- watches and accessories division – ‎Titan Company Limited said: “Fastrack being a young brand has always been the candid voice for the millennial generation. Often tagged as commitment phobic, this generation believes in living in the moment- keeping it clutter free. The Unilens collection sports single lens across front frame and is made for the youth who stays unruffled with the hassle of break-up and moves on with single frame of mind.â€
Added Ayushman Chiranewala, Head – Marketing, Fastrack: “The new ad campaign seamlessly represents the fast- paced dating culture youngsters prefer nowadays, highlighting the benefits of singlehood with the new Unilens collection. The campaign is a testament to the unapologetic nature of the brand and celebrates the unflinching mindset of the millennials.â€
Speaking on the agency’s work on the brand, Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas remarked: “When Fastrack decided to launch their new range of Unilens sunglasses, we realized it was ripe ground for us to play on the unique product design – Singles framed glasses for a single frame of mind. The youth today wears their singlehood as a badge of honor and our campaign shows exactly that.â€
Fastrack announces the launch of its first smart watch Reflex VOX with a digital campaign including multiple touch points to engage with its audiences. The brand has onboarded actor Rohit Saraf as its ambassador.
It is the festival and marriage season. And gold is crossing all known limits. It’s also Tanishq time.