Aircel wanted a radio spot that would announce that they were the title sponsors of the Chennai Open 2011, an ATP tennis tournament.In India, people listen to radio mostly on their car stereos while driving, or on their mobile handsets via earphones.We decided to use this to our advantage with a radio innovation that employed a simple technology called 'stereophonic sound'.With the help of this technology, each word in the radio spot was made to alternate between the right and left speakers, in a way that allowed people to experience a tennis match with their ears.

With the help of stereophonic technology, each word in the radio spot was made to alternate between the right and left speakers in a way that allowed people to experience a tennis match with their ears.

According to a dip-stick surveys conducted by Aircel, after the spots were aired, consumer-recall of the event's official brand partner had gone up by 43%.