Cinema Paradise, a video rental store, was faced with a problem - video piracy was ruining their business. These days buying pirated movies is cheaper than renting the originals. So, they wanted a piece of communication that would help improve business.

Due to budget constraints, we decided to use a medium that was cost-effective yet one that communicated the message effectively.

In Mumbai there are handcarts that sell pirated movies - the ideal medium to not just deliver but also communicate our message on video piracy, convincingly.

Movie rentals went up by 60%Membership went up by 45%The money that was spent on executing the idea was almost entirely recovered.With the membership and rental figures having gone up and expenditure being close to nil, it demonstrated a high return on investment.