Moviegoers at PVR Juhu were in for a jaw-dropping surprise this weekend. As the credits rolled on the latest Mission Impossible film, select audience members found themselves featured on the big screen—not as extras, but as the face of Fastrack’s new Mission Impossible sunglasses.
In a bold fusion of fashion, film, and tech-driven storytelling, Titan Company Limited, PVR Cinemas, and Xperia Group came together to create an immersive in-theatre experience. Before the movie began, select attendees were invited to try on styles from the new Fastrack range at a custom-built booth in the cinema lobby. The booth, designed and executed by Xperia Group, captured their images instantly.
At the film’s conclusion, those very images lit up the cinema screen, taking the crowd by complete surprise. The activation sparked audible gasps, cheers, and what the brand calls a “magic moment” that blended high-impact brand visibility with authentic audience delight.
The concept and execution were led by Xperia Group, a player in experiential advertising that leverages technology and narrative to drive brand engagement. With PVR as a long-standing partner in innovation, the campaign gave Fastrack’s bold, youthful identity a high-energy platform.
Maneesh Krishnamurthy, Head of Marketing (Eyewear), Titan Company, said, “Fastrack has always embraced the unconventional and we wanted to continue to pioneer innovative advertising with the launch of Mission Impossible limited edition sunglasses. We are thrilled to work with Xperia and PVR to present our latest introduction in a quirky, interactive, and totally unexpected way.”
Saibal Gupta, Managing Director, Xperia Group, added, “For a brand like Fastrack, engagement needs to be instant, energetic, and unforgettable. Our activation at PVR was engineered for speed and surprise—from styling and photography to the big-screen reveal. It was a seamless blend of creativity, tech, and timing—something we’ve built our reputation on. The crowd’s reaction said it all.”
The Fastrack X Mission Impossible collection features six distinct styles—Ghost, Rogue, Ilsa, Benji, Recknor, and Hunt—each channeling a bold, edgy persona. The sunglasses are available at Titan Eye+ stores across the country.
