Radio One, India’s leading FM channel with presence across top 6 metros was the chosen partner because of its reach, affinity and differentiated programming. Through a multi-stage-programming route, the communication transformation was effected.In stage-1, across 2 days, radio jockeys intrigued listeners by falling in love, exchanged Fastrack gifts.

Stage-2 on day-3, the station identity was masked and listeners were asked to GUESS the transformation through phone calls, SMS and online.

Stage-3, on Day-4, the shocking identity change was revealed. In a press conference, the Radio One CEO officially “handed over” the station to CEO of Titan Industries Ltd.

Stage-4 was sustenance for 3 days using 17 different programming elements in 6 cities. (Move-on to next song, Move-On RJ, Move-on Confessions, Move-on lines at 4, Move-on Advise, Move-on Countdown, Move-On Show).

The impact was created through 2572 programming-led exposures without a single radio commercial on-air.

Fastrack 94.3 was India’s first branded radio station.The identity change received 11,700 audience responses in the first two days, 2.25 times above average.

Fastrack achieved its highest ever-spontaneous saliency (54%) in next Brand Track done by TNS Mode. The campaign triggered 67% sales growth over April-June 2007. It was a 97% growth over in the previous year and a whopping 208% month-on-month.Such was the impact that within a month, two rival stations followed suit, one with a STICK ON campaign and another station, RED FM turning Blue, creating a new format of advertising.