Good news for the bikers. Titan Industries’ sub brand Fastrack has launched a new line of new biker accessories including its Bikers range of eye gear, and the ‘no hands’ Neon disc range of watches.

No. That’s not what the main focus of this post is about.

What is more interesting here for a marketing professional is the way they have launched it. Apart from the ad campaign on TV featuring John Abraham, they have embarked on leveraging the social media, making Fastrack one of the few companies in India to take the lead on embracing PR 2.0.

Fastrack has come out with the Fastrack social media news room for bloggers. They are using the newsroom to share information and news on Fastrack. It also features social media press releases (Bikers and Neon Disk), Flickr streams of Fastrack gears, social bookmarking buttons, videos, media coverage, product and company information, spokesperson profile, RSS feeds, and more.

For the consumers, Fastrack has launched two Facebook groups called Life on Fastrack and Bikers on the Fastrack, which have 121 and 71 members already, as on yesterday. Quite good I must say that the groups have attracted so many people in such a short time.

By the way, check out the Fastrack main site - not the usual corporate stiffness but an attractive and very consumer-oriented featuring contests, fun stuff, opinion polls among others. They plan to follow up with a Twitter part as well.

It’s good to see corporates in India waking up to the new web 2.0 oriented media space of today, otherwise many corporates outside the IT vertical usually do not have a clue about the whole peer-to-peer thingy or have some vague misconception about it. On the Indian watch industry, Fastrack has taken a lead on this front with this and it will be interesting to see how much benefit they are able to derive out of it. Will be good to follow this campaign and review in say six months again.

Corporates globally have been using the social media, read these corporate blogging case studies, to benefit for their businesses. There have been small organisations that have used the social media as a cost-effective way of competing their rivals with huge marketing communication budgets. In India, only a few seem to have gone on this route. Fastrack’s initiative is a good start that will encourage others to follow.

Disclaimer: Titan/ Fastrack is not my client. The opnion here is from a social media watcher’s perspective and do not represent my agency’s or employers’.

Tech Tags: pr public+relations india PR 2.0