Infectious t-shirts run riot throughout India

Fastrack 2.jpgThe t-shirt is something that we all know so well and love. It is to most, more than a piece of clothing.

From slogans to graphic art, a t-shirt occupies a space that is uniquely its own.

So Fastrack in India decided to capture the essence of T-shirts and infuse it into a new range of products viz. bags, watches and sunglasses.

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The brief to Lowe and Partners India was simple: Tell consumers about a new and exciting product line based on the iconic T-shirt. Mix and match it with Fastrack's signature voice of quirkiness and we ended up with a campaign called 'Teevirus'  - Which  is about a highly infectious T-shirt borne disease that infects bags, watches and sunglasses.

With digital being the primary platform, a number of interesting  videos were created and posted on Facebook and Youtube. And due to the overwhelming response we received, we then took a call to air them on mainstream  television.

This ideas and execution ties back to their current proposition - Blame Fastrack.

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