Mumbai: Titan Company’s eyecare division strengthens its focus on sustainability with Fastrack’s new ‘NatureWear’ collection. The brand campaign, "#LovedByNature," speaks of an eyewear collection made out of castor seeds. The main reasoning of the campaign is to bring forth the brand’s advocacy for environmental sustainability by raising awareness and using castor seeds as the source material.

Fastrack Specs has launched a differentiated campaign for its NatureWear range. Its first ever brand film, conceptualised by Lowe Lintas, is co-created at a global animation studio. The film features a high-quality animation of an orangutan and it has been successful in catching eyes and communicating the story of "Loved by Nature" for the collection.

The hearty piece of visual narrative attempts to highlight the efforts towards sustainability in the form of NatureWear. The campaign conveys the idea that if we are responsible to nature, it will love us back. By experimenting with emerging themes like sustainability, Fastrack Specs continues to take a leadership position.

Titan Company head of marketing - eyecare division Maneesh Krishnamurthy said, "With Fastrack specs stores, we continue to scale up our efforts to target gen-z consumers. Fastrack has always been at the forefront of championing emerging consumer trends for youth and pushing the boundaries of advertising by presenting evolving consumer needs in a fun, quirky, and youthful manner. There is an opportunity for brands to respond to the growing desire of gen-z consumers to be kinder to the environment, and Fastrack specs store has taken a leap towards it. Not only is the NatureWear collection a step in this direction by using castor seeds, a bio-based material instead of petrochemicals but it is more durable, comfortable and lighter than the alternate material. It even has a 40 per cent lower CO2 emission."

Lowe Lintas regional creative director Shyaondeep Pal said, "Very rarely, you come across a product that truly is environment friendly. We thought of a simple leap, where an ape walks into a human environment to thank a girl for choosing Fastrack. The toughest part was getting the orangutan's expression right. The right kind of empathy in the eyes."