Fastrack teams up with PVR and Xperia Group for interactive sunglass launch

Fastrack, in collaboration with PVR Cinemas and Xperia Group, recently executed an interactive campaign at PVR Juhu to promote its new Mission Impossible sunglasses collection. The initiative aimed to create a memorable in-theater experience for moviegoers.

Prior to their movie, selected audience members were invited to try on the new Fastrack sunglasses at a dedicated booth in the cinema lobby, designed and set up by Xperia. Photos were taken of those trying on the eyewear. As the movie concluded, these images were displayed on the main cinema screen, showcasing the audience members wearing the sunglasses.

The concept and execution of this campaign were handled by Xperia Group, known for its experiential advertising. The collaboration with PVR Cinemas, a long-standing partner, allowed Fastrack to engage its target audience directly within a cinema setting.

Mr. Maneesh Krishnamurthy, Head of Marketing (Eyewear) at Titan Company, commented on the collaboration, stating that Fastrack sought an innovative approach for the launch of its limited-edition Mission Impossible sunglasses. He expressed satisfaction with working alongside Xperia and PVR to introduce the collection in an interactive and unexpected manner.

Mr. Saibal Gupta, Managing Director of Xperia Group, highlighted the importance of instant and energetic engagement for a brand like Fastrack. He noted that the activation was designed for speed and surprise, from the styling and photography to the final reveal on the big screen, emphasizing the blend of creativity, technology, and timing.