MAM
Fastrack helps youth to find ‘Loopholes’ in latest campaign
MUMBAI: Fastrack has launched a new watch collection, Loopholes, that specifically highlights the design inspiration perforations on the straps. The campaign has been conceptualised by Lowe Lintas’ Bengaluru office.
The creative leap that the agency took was to create two worlds, one within the hole and the other on the outside. The characters in the stories are seen getting their way by literally using the perforations as Loopholes (also the name of the watch collection) to their advantage and make a quick getaway. There are three films that amplify this idea.
The campaign will be visible on online media – YouTube and social media platforms. A series of outdoor communication augmenting the design idea will also bolster the campaign’s visibility.
Lowe Lintas Bangalore executive creative director Shiv Parameswaran adds, “Sometimes, the product itself can lead to an idea. In this case, it was the perforated design pattern of the watches. The typography we created for “Loopholes” also became the escape route for all our characters. After all, every situation has a loophole. You can get away if you spot them.”
Fastrack head of marketing Ayushman Chiranewala adds, “The Loopholes collection is inspired by perforations on sports apparels blended with the unique Fastrack design language. It’s made for the youth who is always on the move. The campaign highlights the ‘holes/ perforations’ on the watches and adds a quirky and fashion forward touch which depicts how the consumer is on the lookout to get out of sticky situations by finding out loopholes. The collection has 36 watches sporting various functions like day date feature and multifunction feature, split equally between guys and girls.”
Lowe Lintas president South Hari Krishnan mentions, “When Fastrack showed us their new range of perforated watches, we saw the quirk right there. Every perforation is a loophole and every loophole, an opportunity.”
MAM
Pee Safe launches Comfort Range, signs Smriti Mandhana
#BeInYourComfortZone campaign spotlights hygiene, confidence and ease
MUMBAI: Comfort isn’t a luxury, it’s a power play, and Pee Safe is batting firmly in that direction with a campaign that puts ease front and centre. The brand has rolled out its latest digital video campaign, #BeInYourComfortZone, alongside the launch of its new Comfort Range, while bringing on Smriti Mandhana as brand ambassador. The move ties product innovation with a broader narrative around confidence, positioning comfort not as an afterthought but as a daily essential.
The campaign leans into relatable, everyday moments where discomfort quietly chips away at confidence. Through a storytelling-led approach, it highlights how the right hygiene solutions can restore control and ease turning what is often a private concern into a more open, mainstream conversation. By doing so, the brand also nudges at long-standing taboos around intimate hygiene, framing comfort as both physical and emotional.
At the product level, the Comfort Range includes period panties, night pads, ultra-thin pads and panty liners, designed to cater to different stages of the menstrual cycle. The emphasis is on combining protection with wearability products that promise freshness and reliability without disrupting daily routines.
Mandhana’s association adds a layer of credibility and cultural resonance. Known for her composure under pressure, she mirrors the campaign’s core message: confidence begins with feeling at ease. The choice of ambassador also signals Pee Safe’s intent to connect with a younger, more vocal audience that values both performance and authenticity.
The campaign marks a shift in tone for the category. Instead of focusing purely on functionality, Pee Safe is attempting to reframe hygiene as an enabler of confidence subtle, personal, yet impactful.
In a market often defined by hushed conversations, the brand is turning up the volume just enough to make one point clear: when comfort clicks, confidence follows.
