How Gen-Z Is Hearting the Q-Time Posted on | LBB Online


Lowe Lintas works with Fastrack on new social media film discovering how the youth are keeping busy at home

Necessity is truly the mother of all invention. Never has this adage been exemplified as much as it has during this unprecedented Covid-19 crisis. In the era of smartphones, social media and swipe-to-meet apps, Gen-Z is used to having every opportunity at their fingertips. Which is why the Q-times should have cramped their style a little. However, if the past few weeks have been any indication, it looks like these youngsters will not let anything keep them down.

To connect with this TG, Fastrack Reflex has come up with a funky new video that showcases everything that Gen-Z is doing to keep up with their friends, family and followers during this Q-time. They are learning that missing out on the world outside can be a joy in its own right – the joy of discovering little things like the people you’ve left on the side-lines, hobbies you’ve forgotten and nooks that were once an integral part of life. This is the time when they can ‘Heart It’ all.

Fastrack has taken it up a notch after their successful series of videos under the #StayTheFIn, by documenting the significant change in their TGs behaviour with this new ‘What You Heart Now’ video.

Ayushman Chiranewala, marketing head at Fastrack, said: “With the campaign ‘What you Heart Now’ the brand laurels the attitude of never letting any situation inhibit the spirits of the youth. The Young, Outgoing, Adventurous souls have made staying indoors happening and fun. Within the four walls of home, they continue doing what they are passionate about, be it socialising over group video calls, acing their Coffee making skills or making TikTok videos. To ensure we connect further to our audience, we have been encouraging them to share their in-house stories with us and tell us what their heart calls out for.”

Commenting on the campaign idea, Puneet Kapoor, regional creative officer at Lowe Lintas, said: “The youth is the fastest to adapt and accept the new-normal of how our lives have changed through these lockdown times. The tsunami of fabulous content created in the last 40 days stands testimony to this. What one’s heart desires and how we’ve adapted in these times, has found such numerous expressions and that’s exactly where a Fastrack idea property of #WhatYouHeartNow sits. Kudos to the Shiv-Deepesh team at Lowe to have pulled this quirky content piece amidst the lockdown.”

Credits:

Client: Kalpana Rangamani, Ayushman Chiranewala, Pooja Sharma, Anne Chacko, Kirti Verma, Anuja Salvi
Agency: Lowe Lintas Bangalore
Creative:  Puneet Kapoor, Deepesh Rajani, Shiv Parameswaran, Richa Jain, Bobby Thomas, Fredy Jackson
Account Management: Sonali Khanna, Bhupender Agarwal, Radhika Bhattacharya, Ritisha Mondal
Planning Team:  Kishore Subramanian, Easo John, Namrata Sukumar
Director: Shiv Parameswaran
Production House: Lin Production

This article was originally published on LBBO