It not only blocks out the impact of the UV rays, but also keeps the car cool. The company claims that there's no heat loss reduction, thus maintaining the temperature even when parked in the sun.

The shades are neutral, with no compromise on the visibility factor. Thus, the film helps reduce accidents while adding a glamorous look to the car. Plus there's another benefit -- the car upholstery doesn't fade as quickly as it did before.

But don't make a mistake here. Birla 3 M does not cool the car for it is not a cooling agent. But it certainly works at keeping the heat out. However, the shades will perform better in air-conditioned cars. As a result of the film, the AC will be more effective and fuel efficiency, too, will go up.Birla 3 M is available in arange of tints. Shakeel Siddiqui, marketing executive, Eagle Forgings, a dealer of 3 M, says: ``The films are clear, in neutral colours. Grey coloured shades are more popular as they are not visible from outside.''

About the life of the film, Siddiqui assures: ``It lasts till the glass of the window lasts, with a two-year warranty against peel-offs, blistering, and discolouration.'' The films are scratch resistant as well. Enumerating the advantages, Siddiqui continues: ``Birla 3 M films have multi-layer coating, whereas ordinary films have a single coating. So the bubbles do not tear easily and there is a double coating of glue to guard against flying glass, in case the glass breaks.''

But all this is available for a price. While local films are priced at Rs 300-400 for car windows, Birla 3 M costs Rs 2,750 for a Maruti 800, Rs 3,000 for a Fiat and a Maruti van. Available at most shops dealing in car accessories, Birla 3 M Scotchtint can be used for windows at home and offices also. And as a spokespersonat Pundit & Co, a shop in Connaught Place that deals in car accessories, puts it: ``It is a priority thing, and people are opting for it in large numbers.''