John Abraham is known to be passionate about bikes and Fastrack uses this association of its brand ambassador to launch its ‘Bikers’ range of sunglasses. Using the punchline ‘Bikers Don’t Cry’, the TVC communicates the message that wearing Fastrack Eyegear keeps the biker cool and keeps any discomfort such as tears caused by dust and wind at bay.
The TVC opens with John Abraham riding the bike at a distance. The close up shows tears running down the corner of his eyes and he stops. As the wind blows hard on his face, he cringes and a small teardrop rolls down his cheek. A hand suddenly appears from behind the camera and wipes away the tear with a handkerchief. The voiceover says “Hey Johnny, why cry?” As he takes off on his bike blowing away leaves and kicking dust into the camera, the tagline appears – ‘Bikers don’t cry’ – and shows shots of John’s face as he zips past wearing Fastrack Eyegear.
The TVC has been directed by Sudhir Makhija, while Doctor Films is the production house. Music has been composed by Sameerudin.
Ronnie Talati, Business Head, Fastrack, said, “The Fastrack ‘Bikers’ collection draws its inspiration from the spirit of biking – freedom and taking things in your stride. The collection has special features that keep in mind the demanding needs of a biker, and yet the prices have been kept very affordable. Besides, the fashion coupled with
superior technical backing makes this a highly differentiated offering.”
Deepa Geeta Krishnan, Group Creative Director, Lowe, who has worked on the TVC, explained, “The category of sunglasses, though in existence in the country for over 60 years and having almost universal awareness, has an abysmally low penetration of around 17 per cent. Fastrack Eyegear, being the market leader, the task of growing the category naturally fell on us. All past researches had indicated that the biggest barrier for entering the category was the overt style statement the glasses made and though style was desirable, people were unsure if they could carry it off.”
Explaining the rationale behind the concept of the TVC, she said, “The strategy adopted by the brand was to give the wearer a rational excuse to buy into the style statement of the category. The only caveat was that this rationality had to be expressed in a Fastrack manner. The current ‘Bikers Don’t Cry’ campaign is the first foray by the brand with this strategy, where the generic benefit of wind protection has been used as the rational excuse.”
Fastrack Bikers collection features over 25 unique styles, available in over 57 variants priced from Rs 695 to Rs 1,995. There are also glares for night bikers, called ‘Night Vision’, with amber or orange tinted lenses, besides many more.
The team that worked on the commercial included Rajesh Ramaswamy (Creative Director), Deepa Geeta Krishnan (Group Creative Director), and R Balakrishnan (National Creative Director). Account management included Vikram Satyanath (Branch Head), Ashish Athawle (Vice-President) and Sirish Gudibande. Kishore Subramanian did the planning.