The Fastrack ad uses the concept of casual sex to appeal to youngsters. It could lead to some complaints, but the accessories maker appears to have decided that it helps them to break through the clutter

Anil Thakraney

Fastrack, the accessories division of Titan Watches, wants us to move on. From what, you ask? Well, from fuddy-duddy stuff. And from decent behaviour. But in order to make you move on to the future, quite interestingly, they have gone retro to make their point.



It's a B&W commercial, treated like the 60s' cinema. The ad features brand ambassador Virat Kohli, the young and dashing cricketer. And Bollywood starlet Genelia D'Souza. The ad opens in a living room. And is set to a retro romantic music track. The couple cuddles up on the sofa, and the two are about to make out, when Kohli's land phone goes off. He receives it, and gets ultra busy on the phone. And forgets all about the girl. (Hope he's not on the hotline with the bookies!)

The girl, meanwhile, tries her best to get his attention by making seductive moves. She slowly undresses, but stops just before the watchdogs can come into play. Upset, the lass hurls things at the man. But all to no avail. Kohli refuses to get off the phone. (Must be the damned bookies. Just kidding!) Finally, she sighs, gives up, and moves on. Out of the room, and out of his life. And probably to another cricketer's home (Revital Yuvi?). The message finally arrives: 'Why the world moved on to answering machines.'
 
It's quite engaging, this creative strategy. At first, you assume this to be an ad for an answering machine, but you soon realize it's a roundabout way of asking us to move on to slicker stuff. Like Fastrack's hip watches, bags, belts, purses, glares, etc. And this approach saves an otherwise ordinary commercial. Had the setting not been retro, and had the commercial followed a linear path, it would have stayed at the level of silly seduction. So, a good show on that front.
 
However, it must be noted that Fastrack is appealing to, and promoting casual sex among youngsters. That is their concept of 'moving on'. Of course, this strategy could lead to some bitter complaints from the old fash folks, but don't think the accessories maker will mind that much. I think Fastrack has decided (at least going by this commercial) that it will cater to your basic instinct, and that route is a safe one; it quickly helps them break the clutter. And the damage is done (read: the brand is fastracked) before someone gets up to revolt.
 
So, expect lots of salacious stuff in the coming months. And some retro madness. And an increased workload for the industry watchdog.