Complicated business news = Greek for you and me.The idea was to disrupt the category by equating the complicated jargon of the competition to a language not easy to understand; thereby underlining our core proposition: clarity in business news.In the execution, first a dummy newspaper entirely in Greek and of the same size and colour of the competition was sent to twenty thousand households for two days before the launch.After creating curiosity, the reveal next day launched Mint with the message ‘Now make sense of your business news’. It was delivered to the same twenty thousand households.The creative dramatised Mint's core proposition of 'Refreshing clarity in business news'. It delivered this through a refreshing execution that questioned existing business newspaper codes like the colour pink, excessive jargon and large formats. Using the newspaper in an innovative manner helped drive home Mint's clarity advantage.

The launch broke through the clutter and established Mint as the business newspaper of the new India. A business newspaper that got the message across clearly without the reader having to plod through tiresome jargon.At the end of the activity, out of 20,000 households each in Kolkata and Chennai, over 11,000 and 12,000 respectively became Mint subscribers. This overwhelming response also meant that a niche product like Mint had to increase its print run in these markets.The entire activity was carried out within a shoestring budget of Rs.3 million ($60,000) in each of these markets.