– The mailer created intrigue and excitement in a category, which had fallen prey to commoditization.– Resulted in a whopping 45% response rate – The DM became an organizational favourite It adorned the soft boards across desks, leading to a long-term recall.“A very interesting idea that used Murphy’s Law innovatively, in a light-hearted tone. Every single element, right from the teasers to the main DM, did its job very well – to create the necessary intrigue and awareness about the product”- Deepti Dang, Marketing Manager, Hewlett-Packard India (Personal Systems Group).