BANGALORE, INDIA — Fashion manufacturer Titan Company’s eyecare division has strengthened its focus on sustainability with Fastrack’s new NatureWear collection. The brand campaign, #LovedByNature, speaks of an eyewear collection, made out of castor seeds. The main reason for the campaign is to bring forth the brand’s advocacy for environmental sustainability by bringing awareness and using castor seeds as the source material.
Fastrack Specs’ first-ever brand film, conceptualized by creative agency Lowe Lintas, was co-created at a global animation studio. The film features a high-quality animation of an Orangutan which has been successful in catching eyes and communicating the story of “Loved by Nature” for the collection.
The hearty piece of visual narrative attempts to highlight the efforts towards sustainability in the form of NatureWear. The campaign conveys the idea that nature will love us if we are responsible for it. By experimenting with emerging themes like sustainability, Fastrack Specs continues to take a leadership position.
Maneesh Krishnamurthy, Head of Narketing at the Eyecare Division of Titan Company, said, “With Fastrack Specs Stores, we continue to scale up our efforts to target GenZ consumers. Fastrack has always been at the forefront of championing emerging consumer trends for the youth and pushing the boundaries of advertising by presenting evolving consumer needs in a fun, quirky, and youthful manner”.
“There is an opportunity for brands to respond to the growing desire of Gen Z consumers to be kinder to the environment and Fastrack Specs Store has taken a leap toward it. Not only is the NatureWear collection a step in this direction by using castor seeds, a bio-based material instead of petrochemicals but it is more durable, comfortable, and lighter than the alternate material. It even has a 40% lower CO2 emission,” Maneesh furthered.
Shyaondeep Pal, Regional Creative Director of Lowe Lintas, said, “Very rarely, you come across a product that truly is environment friendly. We thought of a simple leap, where an ape walks into a human environment to thank a girl for choosing Fastrack. The toughest part was to get the expression of the Orangutan right. The right kind of empathy in the eyes.”
