The idea is simple. If they've cut it, we've got it!

To get the music fans to sit up and take notice of our proposition, we made impossible album covers. The kind of which only die-hard music fans can dream of. For instance, a Paul McCartney and Yoko Ono album is an impossibility.We then put these titles up at various places like bookshops and cafes, and distributed them at events like rock concerts where we were sure to reach the target audience.

In just one month since we did the exercise, The Music Shop became the preferred destination for music lovers in the city. From about 300 footfalls in March to April, to over 1,400 footfalls in May alone, we had achieved what we set out to do.

There is no doubt who'll sponsor a Waters-Gilmour reunion concert in India. If we ever live to see the day!