Rather than using conventional media like television and radio, we decided to create an event by amplifying the problem of a severe headache. So we hired a typical Indian wedding band and stuck our posters on their drums. The band then played their drums at different locations. The visuals on the posters had people holding their head as if experiencing a severe headache caused by the pounding of the drums. The band also played till the pounding became unbearable and caused a headache to the crowds watching.

The event was loved and hated, but was definitely not ignored by the crowds that gathered. Scores on the attribute of ‘most effective in headache relief’ jumped from 23% to 84% - the highest since the entry of competitive brands in the market. Consequently, sales increased by a phenomenal 14% in the following month.