Our target audience doesn’t take too well to ads. He’s a no nonsense guy, focused on earning his daily bread and he doesn’t have time for long drawn sales pitches. If one has to engage him, it has to be ‘right here, right now’ - communication that gives him the entire message instantaneously. And that’s exactly what we accomplished with the bus poster.

With over 200 mainstream newspapers and magazines, targeting our customers - pretty much the entire Indian middle class, was going to be expensive. The bus posters created an even bigger impact at fractional cost. Air India Express reported a 17% increase in bookings within a fortnight of running this promotion.