Peach
Hobby home page
liahome
Electriclime gif
IPA Banner Open Doors
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Ananya Panday Fits like a Square Peg in a Round Hole in Fastrack's New Campaign

Creative 100 Add to collection

The film conceived by Lowe Lintas Bangalore discovers Fastrack's 'The Fit-Outs Collection' aimed at Gen-Z girls who embrace their quirky side

Ananya Panday Fits like a Square Peg in a Round Hole in Fastrack's New Campaign
Fastrack has co-created a first-of-its-kind 'The Fit-Outs Collection' with youth icon and Bollywood star, Ananya Panday. To promote their latest collection of watches and bags designed exclusively for girls, Lowe Lintas Bangalore has conceived a film that reflects the influence of Ananya's personality on the design. She’s not afraid to stick out when taking a stand. Like a square peg in a round hole, she fits out without reservations.

Talking about the inspiration, Ananya Panday said: "It’s the weirdos or the odd-balls, who make the world a fun place to live in. If not for us, the world would just be a huge ball of boring, flying through space. The Fit-outs collection designed in collaboration with Fastrack's design team and is a blend of quirk, pop and play. It is inspired by those eccentric ones, who love being the square peg in a round world."


The campaign is aimed at Gen-Z girls who unabashedly embrace their quirky side. The film mirrors the current youth culture that’s bold in self-expression and always seems a little ‘out-there’. It is a shout out to young girls, like Ananya, who are brave enough to embrace their peculiar side. The film unfolds in a surreal world of Ananya’s persona, in a youthful twist on what it means to fit-out in a world that would rather have the youth blend in. As she plays to the camera, Ananya is seen acting out in bizarre ways from dancing around a spotlight to riding a stationary bicycle to sporting a wig over her face. She rallies to stick out, be weird, be lame, misalign, be any shape you like because the time to 'fit out' is now.

Ayushman Chiranewala, marketing head at Fastrack said: “We wanted to create something exciting for the chic young girls of today, who want different looks for every occasion. This very thought led to the idea of a creative collaboration with Ananya Panday. Fit Outs, a fun and quirky collection is the first in the pipeline for the year with many more to follow. These collections without doubt will appeal to the Gen-Z girls and aid in turning a new page in the fashion credential for Fastrack. The film is a fun and quirky take on life encouraging the youth to fit out, be weird, be lame and be themselves with no reservation."

- Ayushman Chiranewala
 
Commenting on the campaign, Puneet Kapoor, regional creative officer, Lowe Lintas said: "Ananya epitomises the ever-so-fluid and undefinable state of today’s youth. They are un-slottable with a colourful authentic expression bursting out every second. An expression that flows out like their breath and doesn’t care two hoots about judgments from the rest of the world. This ad takes inspiration from that state and is an attempt to capture the feeling in a fun way."

 
- Puneet Kapoor

The film is live across the brand's online platforms.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Client

Client: Kalpana Rangamani, Ayushman Chiranewala, Pooja Sharma, Anne Chacko, Anuja Salvi and Kirti Verma

Agency

Agency: Lowe Lintas, Bangalore

Production

Creative Team: Sagar Kapoor, Puneet Kapoor, Shiv Parameswaran, Deepesh Rajan, Richa Jain, Bobby Thomas and Hamza Bhavnagarwala

Account Management: Sonali Khanna, Bhupender Agarwal, Radhika Bhattacharya and Ritisha Mondal

Planning: Kishore Subramanian, Easo John and Namrata Sukumar

Production House: Catnip Culture

Director: Reema Sengupta

MullenLowe Lintas Group, Wed, 10 Jun 2020 12:20:35 GMT