The campaign concept focused on the intrinsic characteristics of the destination: India. Travelling to India is like discovering a new sense. In the same way, the aim of the journey is for the administrators to discover a new sense in their relations with Cepsa. Our guests will first have to heighten their senses. Five special objects will help: a kaleidoscope, cinnamon, a piece of cloth, incense and cymbals. Afterwards, with their formal invitation, they received a 'mandala' created especially for this journey – there are only 200 in the world – accompanied by all the information needed for the journey.

100% of those invited attended the conferences. This campaign was shortlisted in the John Caples Awards. The most important in the world for creativity in direct marketing.