To catch the attention of potential users in an unforgettable manner, we put an image of a fallen hair on a woman’s magazine page. The hair appeared on top of a feature article. Every person who read that page, by instinct tried to dust away the hair, till they realised that it was printed. At the bottom of the same page, we had a very small strip ad for Pantene Hair Fall Control shampoo, which completed the message.

The innovation was much talked about. It created a buzz about the new product among the target audience. The product, Pantene Hair Fall Control, was soon being picked from shop shelves.