hat happens when a good-looking young man is the object of desire of all the girls in his class? Well, things could get out of control - in more ways than one. The recent Titan FasTrack television commercial from Lowe, which uses this theme, has created something of a flutter. Even better, according to Bijou Kurien, chief operating officer, watches division, Titan Industries, "Sales of FasTrack watches (April-July 2005) increased six times compared to the corresponding period last year. And we have run out of stock at the company and retail level." Talk about advertising that works.

"The idea was not only to speak to the youth but also give them a new language. We deliberately tried to keep it bold and capture their imagination," says Rahul Sengupta, executive creative director, Lowe, the agency on the account.... more