scorching summer and a sizzling John Abraham. Just the weapons Titan could have used to turn up the heat in the Rs 350-crore eyewear market with its brand FasTrack Eye Gear. Not only has the company signed the Bollywood hunk as its brand ambassador, it has also launched a new collection, Fun in the Sun 05, the first of the four it plans to introduce over the year. With over a hundred styles already available in the market, FasTrack will launch another 80 new designs this year. Fifteen of these are part of the Fun in the Sun 05 collection.

Titan has set aside Rs 4-5 crore to promote FasTrack in the first year of its advertising. Of this, more than Rs 2 crore will be spent during this summer. A multi-pronged media activity has been devised for the year-old brand. Ads will run on television for a month and a half; outdoor will include billboards, hoardings and bus shelters and contests and consumer interactions are also in the pipeline.... more