Sales volume went up by 29%, ‘A brand women would recommend’ scores went up by 21%.The consumer’s personal credibility supersedes everything that the brand can share leading to stronger trials for the brand. The brand had triggered an unending social viral, turning ambient media into social media.Aditya Save, Head Media , Marico Ltd, said: “The biggest proof of success is the fact that we have replicated this model in other markets. It demonstrates how a passive medium can be innovatively used as a cornerstone to engage and generate conversations/virals in the real world better than social media.”