• The idea behind the innovation was to further reinforce the launch of the small pack of Kurkure through an innovative communication. Incidentally Mid Day also comes at a cover price of Rs.3.•The innovation was supported by suitable sections in the content too. The main story was about sports persons who made an impact at an early age. Also the front page of the tabloid had a message written in a strip below the masthead that read “We've shrunk, but our 'masala' is still big. Flip to page 31 to discover why”, with that particular page showcasing a full page ad of Kurkure's small pack.Our TV campaign used our celebrity as a 'dwarf' to surround our media innovation.The 32-page special edition was distributed as usual with special distribution drive in areas such as the airport, metro stations, coffee chain outlets and retail stores.

• With the prominent difference in the size of the tabloid, everybody noticed their favourite daily shrunk to announce the launch of the smallest pack of Kukrure ever.The media covered it extensively, adding to the buzz.

High trial rates were reported, resulting in as much as 600 tons of sale.