Fastrack is all set to unveil its new television commercial by November 15, and this time the centre of attention is a girl. Like all its previous commercials, this one too positions Fastrack as a very ‘cool’ watch.
The film opens in a spacious college library a la St. Xavier’s -- impressive books shelves neatly aligned subject-wise in rows. In front, seated around a longish wooden table are a few students catching up on their long overdue course work.
The barely moving ceiling fan, obviously not replaced since it was first installed decades ago, suddenly stops spinning. A beautiful, young girl, noticeably uncomfortable in the heat, in typical fashion runs her hands across her hair, a brand new Fastrack watch very much on display here.
Suddenly out of nowhere a young guy appears, book in hand, fanning the girl. An expression of appreciation mixed with a ‘you don’t have to do it’ look suddenly turns to surprise as she finds another guy fanning her.
The whole library’s now buzzing with action, quietly though. More and more guys now join in the gang-fanning, inter-cuts of books being picked out of the shelves, guys exchanging knowing glances through the shelves. Long books and thick books, books that were never picked up before, are simply disappearing from the shelves.
The scenes inter-cut with the young girl who has been the object of all this attention. Her face displays a series of expressions ranging from surprise to suspicion and the realisation that she has been had: a picture perfect shot of the young girl surrounded by guys fanning her. Her friend seated opposite gestures as to what’s going on. She just smiles with a look of resignation on her face. As she says, “Fans”. The ad ends with a product shot of Fastrack.
Elaborating on the rationale, Rahul Sengupta, Executive Creative Director, Lowe India, said, “This new commercial is keeping in line with the same thought of humour and the young image of the brand. We have portrayed college life and entwined the fun element in it. It is in fact a role reversal of sorts for women.”
The production house this time round is also Red Ice and is directed by Navdeep Singh.
Fastrack dates back to the late 90s when it started off as a product range under the Titan umbrella and was positioned as ‘cool watches from Titan’. After revamping and re-launching the brand earlier this year, Titan launched the first ‘Fastrack - how many do you have?’ ad in June.
Manoj Tadepalli, Marketing Head, Titan Watches, observed, “After the re-launch we had set ourselves a target of achieving 80 per cent growth. But after the release of the first commercial we have already achieved about 120 per cent growth. This time round we plan to run the commercial for a period of two to three months. One can’t build a brand with only one commercial and thus with this one we aim to keep growing.”
“We never expected the first ad to do so well for the brand, for a thematic advertisement to work so well. The new ad will be seen only on television screens and not so much in print and outdoor,” Tadepalli added.
Our typical marketing budget is usually 10 per cent of the topline spend
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