Autobiographies are written by those who have made it in life. But a lot of women entrepreneurs have abandoned their autobiographies halfway. We used the very same device to amplify the idea of a platform for women-run start-ups and called out to women who are raring to complete their start-up success stories with Inorbit Pink Power.

We started with an on-ground activation in which we called three upcoming women entrepreneurs for what they believed was a TV interview. To their surprise, we transcribed their stories in real time and gifted them their half-autobiographies. It was a call to them and all the other women entrepreneurs out there to write their next chapters. This was captured as a video and upload on social media sites.

The call-for-entries activation video went viral. The initiative was covered by the press. And many entrepreneurs and celebrities encouraged women to take part. There were more than 5000 registrations which made for a significant number of women competing for the offerings. The best ideas will be selected after a detailed round of presentations. And while the 15 best ones will get free retail space for 9 months, the top 100 would get a chance to retail at weekend flea markets. So that a lot of women have exciting new chapters in their autobiographies.