To create the Channel [v] equivalent of the Pirelli Swimsuit calendar. The advent of the new year is marked by all and sundry sending out new year calendars. Exotic locales, expensive super models, and even more expensive photographers are the rule of the day.Riding on this trend, Channel [v] decided to create a calendar with universal appeal but ofcourse, shot through the Channel [v] lens! Voila, the Wet 'n' Wild calendar featuring animated brand mascot Simpu, was produced. [Prof. SS Sodhi aka Simpu, a math teacher from rural India, is now a national icon and represents the everyday common man with an alter ego that likes to get up to lots of mischief]

The calendar received an overwhelming response. Not just from our clients and agencies but media persons as well. Creative minds and seasoned marketers alike applauded the entire 'creative twist', proclaiming it to be "the best thing since sliced bread". Infact, the Channel [v] office was flooded with calls and letters from people willing to purchase extra copies at exorbitant rates even though it was distributed for free. A very productive exercise that reaped [and continues to reap] rich dividends for the Channel [v] brand amongst trade and consumers alike.