First, the creative communication was developed - namely posters, which were put up in places frequented by photographers; amateur or professional. The winning entry will receive a cash award of Rs. 50,000 - and the winning picture will be used in the leading ad for this year's brand campaign.

The promotion is ongoing. The actual award function will be held in early April. The response has been heartening with a steady inflow of entries. Actual figures can only be gathered after the competition closes.