Our solution was to have our new number ring right in their hands. The minute someone opened the flat mailer, a chip embedded within it made it ring like a telephone. The line completed the communication, with: "...our new number rings a bell".

The mailer was sent to all existing clients and key prospects. The impact was felt across both.Reactions ranged from demanding, "Do something like this for me,"-Amit Bose, CEO Reliance Infocomm, about to launch India's largest mobile telephony network...to "If this is the quality of Direct Marketing, then, hey, I want to do some Direct Marketing with you"–Rajeev Karwal, VP Marketing, Philips India, who visited our office to compliment us on this mailer.It also triggered off projects from other divisions of existing clients, like Reliance Enterprise, and entirely fresh opportunities like Nicholas Piramal.