We created posters on which several black wires resembling strands of hair were hung. Each wire had a ‘magical knot’. And attached at the end of every wire was a coupon in the shape of a Himalaya Hair Detangler sachet. Each coupon bore the message, "To see how Himalaya’s Detangler works, PULL HERE!" These posters were placed in select salons, retail stores, and exclusive Himalaya outlets. When consumers pulled the sachet the ‘magical knot’ simply unknotted and disappeared effectively communicating the product benefit in an innovative and engaging manner. The coupons that were pulled off could be exchanged for a free Himalaya Detangler sample.

The communication ran from June 2011 to February 2012. Resulting in increasing the product awareness amongst consumers and consequently saw a rise in sales and enquiries.