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 it to break through the clutter
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.
Sales of the company’s once bread-and-butter model M800 have fallen by 11.6% to 2,262 units from 2,558 units in May 2010; its exports dropped 13% to 10,554 units from 12,134 units in the year-ago period
The country’s largest car-maker Maruti Suzuki India today reported a 1.9% increase in total sales for May to 1,04,073 units from 1,02,175 units in the same month last year.
In May 2011, the national capital-based firm reported an increase of 3.9% in sales in the domestic market to 93,519 units from 90,041 units in May 2010, Maruti Suzuki India (MSI) said in a statement, reports PTI.
MSI’s exports, however, fell by 13% to 10,554 units from 12,134 units in the year-ago period, the company added. The sales of the company's once bread-and-butter model M800 fell by 11.6% to 2,262 units from 2,558 units in May 2010, the statement said.
The A2 segment (comprising Alto, WagonR, Estilo, Swift, A-Star and Ritz) witnessed a 2.6% decline in sales to 61,048 units from 62,679 units in the same month a year ago.
A3 segment sales (consisting of SX4 and Dzire) increased by 24.2% to 13,514 units from 10,883 units in the corresponding period a year ago, the company said.
Last month, the company sold 50 units of its Kizashi luxury sedan, which was launched in February 2011. MSI’s total passenger car sales rose 1% to 76,874 units in May from 76,120 units in the same month of 2010, it added.
The six core industries—crude oil, petroleum refinery products, coal, electricity, cement and finished steel—had expanded by 7.5% in the year-ago period
A decline in cement output and lower finished steel production slowed down the growth of the six core infrastructure industries to 5.2% in April, reports PTI.
The six core industries—crude oil, petroleum refinery products, coal, electricity, cement and finished steel—had expanded by 7.5% in the year-ago period.
According to provisional data released today, production of cement declined by 1.1% in April this year, as against a growth of 8.8% in the same month of 2010.
Growth of finished steel production slowed down to 4.3% during the month under review, compared to 12.9% expansion in April last year.
In addition, electricity output grew by just 6.8% in April this year, as against 6.9% in the same month of 2010.
However, the other three sectors reported better growth during the month.
Crude oil production topped the table with growth of 11% in April, compared to 5.1% expansion in the corresponding year-ago period.
Petroleum refinery products registered a growth of 6.6% in April, as against an increase of 5.3% in the same month last year.
Coal output registered a growth of 2.9% in April 2011, a complete turnaround in comparison to the same month last year, when output had contracted by 2.9 percent.
The slowdown comes a month after the six core infrastructure industries grew by 7.4% in March 2011.
During the 2010-11 fiscal, the sectors had expanded by 5.9%, as against 5.5% in the previous year.