Fastrack, the youth accessories sub-brand from Titan, has launched a ‘Dynamic Media Room’. The online initiative, media.fastrack.in, intends to be a one-stop online destination for media professionals as well as others who follow the brand to get updates on the brand’s latest activities. The website, conceptualised by blogworks, features press releases in text, video and picture embeds, along with other corporate and product information.
Speaking on the Dynamic Media Room, Simeran Bhasin, Marketing Manager, Fastrack, said that TG for the brand was hooked on to the Internet and the company realised its importance at the beginning of this financial year. “As a youth brand, we understood the medium’s importance in our communication package and have consciously tried to increase our presence on it. While we had been doing one-off campaigns in the past, we were unhappy as we did not have any sustained efforts,” she noted.
Elaborating further, Bhasin said, “Since our TG has practically grown into the medium, we started off with tactical microsites and SEM (Search Engine Marketing) campaign on the medium, all the while exploring other newer ways of marketing on it. This media room is a step in this direction, as we realised that many consumers of our brands use the Internet to access the latest brand activities.”
While she refrained from divulging the marketing plans for 2008, Bhasin admitted that the brand would be using the Internet for more campaigns and that it would even be used for extensive campaigns that would have no support from the traditional mediums.