BANGLORE: Radio advertisement just underwent a revolution today. Just for today, RJs of six stations of Radio One will introduce the station as Radio Fastrack 94.3 FM, the station for a ?‹?“Move on generation and the station will repeat the Fastrack theme of ?‹?“Move On throughout the campaign.

Fastrack, the watch and sunglasses brand from Titan Industries Limited (Titan) stable has partnered with Radio One for promotions and on-air contests with Fastrack gear as the prizes during different time slots. The Fastrack promos started last Thursday and will end this weekend.

The idea emanated with Maxus, Titans media buying agency, which picked Radio One as the station for the campaign. The creative work for the on-air content which included a promise of an on-air budding romance between two Bangalore RJs last week (it seems to have ended today with a tiff between the two over food, or has it?) has been done by the production team at Radio One.Says Titan Industries managing director Bhaskar Bhatt, ''Fastrack as a brand allows the youth to experiment with many provocative identities without having to commit to anyone. From product design to the way it communicates, Fastrack enjoys exploring new boundaries. Fastrack 94.3 FM is one more step in this direction. Bhatt is open to extending the partnership for a longer period if the campaign is successful.

Says Radio One CEO Vineet Singh Hukmani, The alliance with Fastrack is the first of its kind and to enable it meant changing our name in addition to integrating the brand and its theme with our programming. The irreverent spirit of the Fastrack brand gels with our programming focus. Singh is game for trying similar co-branding campaigns with other brands whose synergies meet with those of Radio One.

Titan spends around Rs.1.5 billion towards marketing and mass communications according to Bhatt while speaking with www.radioandmusic.com. For the Fastrack brand it spends around Rs.50-60 million annually. Lowe is the creative agency for Titan.