Two stages:1. Gathering opinion - We created HSBC zones in multiplexes at weekends and invited moviegoers to express their views on-camera before the show on the ongoing cricket series (another Indian passion!).

2. Screening -The best three were screened as 2-minute capsules during the interval and were followed by the HSBC brand commercial. Audiences were captivated while watching to see if they or a family member would appear. Winners were then awarded prizes.

Over 26 days in four major cities, the campaign reached 50,000 people with a live and engaging experience. Totally, 840 people expressed their views on-camera (30 per day). When compared to mass media, the cost of the campaign was US$0.34 per contact – a far superior ROI to other media.