Ad Campaigns
Titan zips into fragrances with Fastrack perfumes
MUMBAI: It’s moving on to a new track. Youth fashion brand Fastrack has moved into the premium mass fragrance market with the launch of a new perfume range which is catering to the growing demand for affordable yet high-quality fragrances.
The target audience: Gen Z. The Indian perfume market is experiencing rapid growth, particularly in the value segment (sub-Rs 1000). This surge is driven by a new generation of consumers who prioritise personal care and self-expression. With increased awareness and the influence of social media, more and more people are recognizing the power of fragrances to enhance their personality and lifestyle.
Through consumer research, the brand has identified key occasion-based usage scenarios and developed fragrances that perfectly complement these moments.
“The Indian fragrance market is experiencing a significant shift. Our research shows that young Indians are ready to graduate from deodorants to fine fragrances, but they seek affordable options that don’t compromise on quality,” stated Titan Co CEO fragrances & fashion accessories division Manish Gupta. “The launch addresses a critical market gap in the affordable premium segment, as young consumers increasingly upgrade from deodorants to fine fragrances. These cohorts use fragrances not just as a grooming essential, but as a means of self-expression and style enhancement. As a trusted youth brand, our new perfume range is uniquely positioned to serve this emerging consumer base with premium fragrances that align with their lifestyle and aspirations. “
The new collection comprises six distinct fragrances. For men, the range includes Night Out, a sophisticated woody fragrance with oriental notes; Rush, a fresh woody scent for dynamic personalities; and Ease, a classic fougère for everyday confidence. The women’s collection features Lush, an indulgent floral fragrance; Girl Boss, a powerful floral scent for the modern professional; and Wander, an oriental fragrance for the free spirit.
Fastrack’s new range is strategically priced at Rs 845 for 100ml, targeting the high-potential sub-Rs 1,000 segment.
Fastrack has released two engaging films that resonate with the values and aspirations of Gen Z. Sick Leave celebrates the importance of mental health and self-care, challenging traditional notions of workplace culture. Date – a twist you didn’t see coming emphasises the importance of empathy, understanding, and authenticity in modern relationships.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
