Infectious t-shirts run riot throughout India
The 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.
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.