In India, trucks, auto-rickshaws and taxis are often decorated with stickers and paintings. The most iconic one being that of a sad woman slouching under a tree, waiting for her ever-travelling husband to return home. A text in Hindi read - "Tum kab aaogey?". Which means - "When will you come back home?". A visual synonymous with travel, that millions of Indians have grown up seeing. We used the same situation, but with a twist. With 30 artists, 65 vinyl stickers we replaced the sad woman with popular TV characters like chefs, reporters and cricketers on hundreds of vehicles including trucks, taxis and auto-rickshaws. We wrote the same text - "When will you come back home?". And along with that, the campaign message - "Don't keep your TV stars waiting. Take them along, with Mobile TV."

These vehicles roamed about major Indian cities, travelled with the TG, got stuck in the same jams as them and drove home the message - "Don't keep your TV stars waiting. Take them along, with Mobile TV." This localised stunt helped sell 20,000 handsets within the first week of their launch. And more importantly, reunited Indians with their favourite TV stars.An idea where the problem became the medium.