MAM
Lowe Lintas and Partners conceptualises Fastrack’s Tee Virus campaign
MUMBAI: Lowe Lintas and Partners has created the Tee Virus campaign for Titan‘s watch and youth accessories brand Fastrack.
The brief given to the agency was to inform the consumers about the new product line based on the apparel piece – the T-shirt. The communication focuses on the fact that these accessories (bags, watches and sunglasses) are a result of Fastrack‘s signature of “quirkiness”.
The campaign is called ‘Teevirus‘, implying a highly infectious T-shirt borne disease that infects bags, watches and sunglasses.
The campaign consists of three television commercials (TVCs), each 15 – 20 seconds long. While two of these (promoting the sunglasses) take the tag-line ‘Infected by tee shirts‘, one for the watch ends with the tagline ‘Born from tee shirts‘.
Concepts like measles and vomiting have been used to portray how the range of sunglasses has been infected by tee shirt designs. The commercial with the watch shows two tee shirts (white and green) getting cosy on the bed and ultimately giving birth to a watch, also green and white in colour, justifying the tagline ‘Born from tee shirts‘.
These videos were created and posted on Facebook and Youtube and later, due to the “overwhelming” response received, were aired on mainstream television.
MAM
Britannia 50-50 settles crunch vs melt debate with new TVC launch
Pant and Rodrigues front campaign reviving ‘Na Re Naa Naa’ jingle
MUMBAI:For three decades, 50-50 has played on the idea of duality, pairing two flavours in one cracker. With Cheeze Dipped, the brand shifts the spotlight from flavour to texture. Built with 22 baked layers for a structured crunch and enrobed in cheese for a smooth finish, the product aims to deliver a 50 percent crunchy and 50 percent melty experience.
To bring the contrast alive, the brand has rolled out a new TVC featuring cricketers Rishabh Pant and Jemimah Rodrigues. Conceptualised by Mullen Lowe Lintas Group, the film turns the Crunch versus Melt debate into playful banter, with Pant and Rodrigues embodying two distinct snack personalities. The back-and-forth builds to a simple resolution, both experiences can coexist in one bite.
Adding a dose of nostalgia, the iconic “Na Re Naa Naa” jingle returns in a refreshed avatar, reconnecting the brand with a new generation while nodding to its cricket-led legacy.
Britannia vice president marketing Siddharth Gupta said the brand has always celebrated contrast, from its early “Na Re Naa Naa” days to its cricket associations. With Cheeze Dipped, he noted, the idea moves beyond flavour and comes alive through texture. Bringing together male and female cricketing icons under 50-50 felt like a natural extension of that thought.
Rodrigues said the campaign’s central idea resonated instantly, adding that the lively exchange with Pant captures the crunchy versus melty debate in an entertaining way. Pant echoed the sentiment, calling the concept relatable and saying the playful banter made the shoot enjoyable.
Mullen Lowe Lintas Group president creative Sarvesh Raikar, described 50-50 as one of India’s most loved biscuits and said the new variant required a fresh expression of duality. The contrasting energies of Pant and Rodrigues, he added, offered the perfect metaphor for crunch and melt.
The Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich is currently available across select cities at leading retail outlets and on quick commerce platforms, inviting snackers to stop choosing sides and simply take a bite.
