Indiantelevision.com Team

(20 November 2007 9:00 pm)

BANGALORE: Fastrack has launched a ‘Bikers’ range of sunglasses. This high-performance eye wear has been specially designed keeping in mind the needs of a biker. Fastrack claims that its eye gear is the only Indian eyewear brand that caters to this segment with an exclusive collection.

Says Fastrack business head Ronnie Talati, "The Fastrack 'Bikers' collection draws its inspiration from the spirit of biking –freedom and taking things in your stride. The collection has special features that keep in mind the demanding needs of a biker, and yet the prices have been kept very affordable," adding, "fashion coupled with superior technical backing makes this a highly differentiated offering."

The Fastrack ‘Bikers’ collection features over 25 unique styles, available in over 57 variants priced from Rs 695 to Rs 1995.

Polarized sunglasses from the range offer anti-glare properties for protection against glare from reflective surfaces like the road or vehicles ahead and even morning dew on plants.

Wraps, from the series, surround the eyes from all sides offering protection from sunrays, wind and dust.

For night bikers there's 'Night Vision' eye gear with amber or orange tinted lenses. The collection also features offerings with Mag-Al (Magnesium Aluminum) frames which have higher resistance against deformation and are less likely to dent than most other metals. Magnesium aluminum is the strongest 'marine grade' alloy available, making it highly resistant to most forms of corrosion.

The TV ad speaks about comfort and protection from dust and wind, for eyes, while riding a bike. The TVC shot at Maharashtra’s Malshej Ghat, shows that John Abraham is uncomfortable and is unsuccessfully struggling to keep dust and wind out of his eyes until Fastrack Bikers comes to his rescue. ‘Bikers Don't Cry’, is the ad’s punch line.

The TVC has been directed by Anil Makhija for Lowe. The creative director is Rajesh Ramaswamy and the art director is Anil Kumar.

According to industry sources, between Rs 2 million to Rs 2.5 million have been spent on the TVC.

Among the other promotional activities for ‘Bikers’ are Instore media for large format stores, posters and banners, ads in the print media, an internet campaign and an internet contest ‘Don’t cry John.’

The winners of the internet contest could get a chance to go ‘dirt biking’ with John Abraham. The campaign budget for ‘Bikers’ is a little less than the Rs 15 million for the currently on air ‘Fastrack no hands’ campaign, according to sources.

The creative and strategy agency is Lowe while media buying is through Group M’s Maxus.