Fastrack plans to spend 8 crores on Online Marketing

Finally Brands are getting more conscious about their digital marketing strategy .Fastrack, the eye and wrist gear brand from Titan, is unfolding its digital marketing strategy spanning the Internet and mobile. The company has chalked out a multipronged strategy, including the launch of an interactive website, the use of communities on social media sites like Orkut and Facebook, search marketing, viral videos and mobile campaigns to generate buzz about the brand.

Ronnie Talati, associate vice-president and business head, Fastrack, says that the company has set aside 8 per cent of its ad budget of Rs 8 crore for advertising on digital media. “The attention span of our target audience (16-25 years) is spread across the Internet, television and radio. We were not using Internet significantly till now, but are seeing that youngsters spend most of their time on it these days,” explains Talati.

Now this starts with the launch of their website www.fastrack.in which is to be launched in January 2008. The web address is displayed on the “Bikers Don’t Cry” TV Commercial.This site will feature polls, contests and various User Generated Content (UGC) like blogs. Then, there are two communities on Facebook Bikers on the Fastrack and Life on the Fastrack. There is also a Fastrack Rocks community on Orkut which Fastrack supports. Now Orkut reaches nearly 11 million youths in India while facebook talks to a niche less than a million strong youth market in Delhi and Mumbai this is an interesting experiment lets see if it works out (via af)