The client was very clearly looking to make the communication innovative, given the nature of his business. Furthermore, he wanted to use the outdoor medium because television and print were proving expensive. We decided to give everyone a taste of Cartik’s show by putting up a huge magician’s hat near The Gateway of India, a popular destination in Mumbai. Bird feed was placed in the hat. Soon enough, pigeons came in by the hordes, fed and flew out, making the hat look like a magical one. For four days, thousands of passer-bys got a preview of Magia 2009.

The success of the promotion can be measured by the number of people who showed up at The Gateway of India and Bandra Reclamation, the areas where Cartik annually performs his magic. An unprecedented 4000 fans turned up, all wanting to be a part of the show. The idea succeeded in reaffirming Cartik the Conjuror’s status as Mumbai’s most original street magician.