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— G.R.N. Somashekar

Mr Bhaskar Bhat, Managing Director, Titan Industries (right), and Mr Vineet Singh, CEO, Radio One, at a press conference in Bangalore on Tuesday.

Our Bureau

Bangalore, June 3 Fastrack, the watch and sunglass brand from Titan Industries, has partnered with Radio One 94.3 FM in a co-branding alliance that saw the radio station being ‘owned’ by Fastrack for a day.

On Tuesday, Radio One 94.3 belonged to Fastrack with the radio station being rebranded as ‘Fastrack 94.3 FM – the station for the move-on generation.’

This saw contests and promotions revolving around Fastrack’s latest theme of ‘Move On’ integrating with the radio station’s programming. Radio One 94.3 FM (a Mid-Day Multimedia and BBC Worldwide venture) also featured programmes around the theme such as ‘favourite dump lines’ and ‘tips to move on’ etc.

The co-branding exercise aimed at the youth was done in six cities — Bangalore, Chennai, Mumbai, Delhi, Ahmedabad and Pune.

Mr Vineet Singh, CEO – Radio One, said, “The alliance with Fastrack is a first of its kind and to enable it meant changing our name in addition to integrating the brand and its theme with our programming.

The ‘irreverent’ spirit of the brand gels with our programming focus.” Being a youth-focussed radio station, our target audience falls into the age bracket of 18-34 years from SEC A and B, added Mr Singh.

Mr Bhaskar Bhat, Managing Director, Titan Industries, said, “Fastrack is a brand that allows the youth to experiment with many provocative identities without having to commit to any one. From product design to the way it communicates, Fastrack enjoys exploring new boundaries.

Fastrack 94.3 FM is one more step in this direction.” Added Ms Simeran Bhasin, Marketing Manager, Fastrack, “It feels like we own the radio channel for a day!”

A teaser campaign was unleashed last week leading up to the D-day.

The contests and promotions are expected to spill over into this week till Sunday.

More Stories on : Strategy | Brands | Watches & Accessories | Radio/TV

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