The promotion was developed on the insight that the fan of Indian cricket team is a fanatic. In fact, cricket in India is almost a religion. Therefore, we cracked the concept of 'How Blue Are You?' based on the Indian cricket team's colours. And we made shop window displays which had a man with his heart in hand which was blue in colour.

The promotion was a huge success in terms of sales. Most of the merchandise was picked up. The advertising was talked about in media. But had a very short life as the Indian Team crashed out of the World Cup in a couple of weeks.