India Campaign For Fastrack Reflex 3.0 Shows Gen-Z Fitness Workouts Can #StartAnywhere

To build interest in the new Fastrack Reflex 3.0 a campaign called ‘Start Anywhere’ targets Gen-Z and focuses on how the smartband can support a fluid and flexible approach to fitness.

The campaign, which was conceptualised by Lowe Lintas Bangalore, seeks to promote the Reflex 3.0’s 10+ sport modes and positions it as a dual-tone band with which wearers can easily improve their fitness with a sense of fun and of style.

The offbeat creative offers an antidote to the usual fitness monotony and aims to act as a statement not only about the product benefits, but also about being part of a youthful and fashionable tribe and offer a fresh take on what fitness means to Gen-Z.

The idea is that today’s youth aren’t restricted to the gym, or expensive exercise equipment or fancy sports gear; rather they can #StartAnywhere – be that the parking lot, a super market or even a dance.

The campaign’s hero commercial, directed by Atul Kattukara and produced by 1^st December, drives home the message: “With the Reflex 3.0, you can start your fitness journey just anywhere.”

The campaign spans the brand’s own online platforms and other offline channels.

“This fun, bold, spontaneous film speaks the language of the Gen Z’s who don’t believe in set definitions when it comes to fitness,” explained Fastrack Head Of Marketing Ajay Maurya. “They believe in being fluid in their thinking and impulsive in their actions.”

Puneet Kapoor, Regional Creative Officer at Lowe Lintas addedd: “Fastrack has always stood for the audacious and uninhibited expression of youth identity which can’t be locked in templates or boxes. This applies equally to their idea of fitness also, which spills out, ever so freely, from the walls of gyms and lines of courts, to almost anywhere. That’s the central idea of this film with the many features of Reflex 3.0, keeping a tab with it’s exciting modes no matter where you start.”

The team at agency Lowe Lintas (Bangalore) working on the project included Creatives Sagar Kapoor, Puneet Kapoor, Shiv Parameswaran, Deepesh Rajani, Richa Jain, Bobby Thomas and Hamza Bhavnagarwala, plus Account Managers Sonali Khanna, Bhupender Agarwal, Radhika Bhattacharya and Ritisha Mondal