1.Fourth Umpire brought forward a woman to commentate during live cricket along with Krishnamachary Srikkanth, an ex-player and commentator who also featured in the commercial! The rural programme reached out to nearly a million people, courtesy of local influencers like the wives of village leaders, who were roped in as spokespersons.2.Perfect Radiance was launched in new formats. The magazine cover had a pocket made in it from where one could pull out the two page advertisement.

3.Soap communication was launched in a unique manner by way of a half page island ad, with relevant editorial wrapped all over.

Noted marketing and advertising guru, Anand Halve, picked Fourth Umpire as the best media innovation during the cricket season. The launch of Perfect Radiance opened new doors to the brand in the form of up-market women. All key mind measures for the brand picked up in 2004("Gives me confidence"–60%, "trustworthy"-64%, "Makes me financially independent"-54%). In the most trusted brand index released by the industry, Fair and Lovely scaled a new high of No.7.