Fastrack #Dump Them, Move On – Littering

#SwachhBharatAbhiyan the current campaign in the entire country is making headline almost every day with every celebrity taking up the responsibility of cleaning India.

#NarendraModi stressing on the importance of cleanliness has roped in a lot of celebrities into this campaign.

#Fastrack ad runs on the same principle and in fact has given momentum to the Nationwide cleanliness drive. The ad actually stresses a very important point of zero tolerance towards social irritants.

When we talk of cleanliness the immediate response that comes is the mind is what difference would it make? Even if handful of us takes an oath of not littering in public would that really bring any difference?

For many it has become habitual to litter.

Fastrack comes with this powerful ad of not preaching people against littering. It says zero tolerance to such people who use the public place as their fancy garbage bin.

Conceptualised by #LoweLintas the National creative director of the company Arun Iyer talks about playing with the tagline of Fastrack i.e. #MoveOn

He explains that they thought of redefining the tagline and link it to this social cause.

So this ad shows how it is a style statement to dump the social irritants littering in public and move on.

The best part about this ad was the choice of the social irritant. He wasn’t portrayed to be a a person standing next to a paanwaala or any such character whom we usually associate to spitting or throwing wastes in public.

The guy shown in this ad looked quite hep, funky and young guy flaunting headphones and littering the city.

The opening sequence showing Monday he throws the juice pack in the garden, skipping the alternate days showing him throwing wastes wherever he was…may be a garden, bus stand, etc.

Finally one day everyone in the bus decide to throw him out of the bus into the dump bin.

It is useless asking people to stop their regular practice but instead if we show a zero tolerance towards such behaviour then change would definitely happen.

The background score of the TVC is from the Tamil movie “Jigarthanda”. That was for me the only turning off factor. The creativity reached a little too high and I really wonder which creative genius came up with this choice of the score.