The symbolism of a ceremonial Maharashtrian crown (Peshwa Pagdi) was chosen. The intrinsic pride and respect it commanded ensured that it would always be displayed to advantage and cross the personal secretary barrier with ease. Additionally, it communicated the grandness of the launch and the sheer power and presence of AirTel mobile service coverage across the state. Collateral included a scroll in the traditional style of presentation to Indian dignitaries. Elegance and modernity were blended through the use of a white box, which was blister packed. Hand delivery secured addressee-only receipt.

The client, Mr. Ravi S. Murty – Head of Marketing – AirTel Maharashtra & Goa Circle, received delighted responses with many VIP recipients wanting to know whether additional 'Peshwa Pagdi' (the ceremonial turban/crown) packs could be obtained. The client’s own delight was evident in this quote from his letter: "I personally thought it was a wonderful piece of creative execution but I am sure we were all unprepared for the unusually appreciative response we received". The return on investment, in terms of goodwill and word of mouth promotion, was truly beyond the client’s expectations and helped AirTel consolidate its national brand image.