Lowe Lintas Bengaluru's new campaign helps youth find 'Loopholes' to cleverly Fastrack an exit

Loopholes.jpgFastrack has launched a new watch collection - Loopholes that specifically highlights the design inspiration - perforations on the straps The brand, yet again, finds appeal with youth on the back of some consistent and edgy work put out by Lowe Lintas' Bengaluru office.

Shiv Parameswaran, Executive Creative Director - Lowe Lintas Bangalore pointed out, "Sometimes, the product itself can lead to an idea. In this case, it was the perforated design pattern of the watches. The typography we created for "Loopholes" also became the escape route for all our characters. After all, every situation has a loophole. You can get away if you spot them."

Loopholes2.jpgLoopholes 3.jpgThe creative leap that the agency took was to create two worlds, one within the hole and the other on the outside. The characters in the stories are seen getting their way by literally using the perforations as Loopholes (also the name of the watch collection) to their advantage and make a quick getaway. There are three films that amplify this idea.

Ayushman Chiranewala, Head of Marketing - Fastrack added, "The Loopholes collection is inspired by perforations on sports apparels blended with the unique Fastrack design language. It's made for the youth who is always on the move. The campaign highlights the 'holes/ perforations' on the watches and adds a quirky and fashion forward touch which depicts how the consumer is on the look out to get out of sticky situations by finding out loopholes. The collection has 36 Watches sporting various functions like day date feature and multifunction feature, split equally between guys and girls."

Hari Krishnan, President (South) - Lowe Lintas said, "When Fastrack showed us their new range of perforated watches, we saw the quirk right there. Every perforation is a loophole and every loophole, an opportunity."

Credits -
Creatives: Rajesh Ramaswamy, Shiv Parameswaran, Arjun Kumar, Shreya Trivedi, Ishita Misra                
Account Management and Planning: Hari Krishnan, Sudhir Rajasekharan, John Varghese, Pooja Selvaraj, Viditi Sharma
Production House: Twism (Director- Prasad Naik)
Client Team: Ayushman Chiranewala, Pooja Sharma, Alok Kamath, Suparna Mitra

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.