MUMBAI: Keeping with the brand’s fun, bold and irreverent image, Fastrack has launched its latest campaign for its watch collection.

The TVC conceputalised by Lowe Lintas features finger break dancing choreographed by Lilach Chen. The youth brand wanted to draw attention to the product category using finger break dancing as a major player as its core thought has always been about the mating game and it wanted the TVC to have a twist on it.

Commenting on the campaign, Lowe Lintas’ national creative director Arun Iyer says, “We had to showcase a new collection of watches in a quick, snappy manner while being true to the brand essence. Hooking-up is no big deal and the commercial conveys exactly that. And that to us is very Fastrack.”

The campaign will be showcased on television and digital medium.

On the association, Fastrack marketing head Simeran Bhasin says, “We wanted to do something different to introduce our new line of watches. The finger break dancing in the ad is a unique way to showcase the watches and also plays on the irreverence of the brand.”