Garbage bins are seldom looked at with interest. It probably would be the last place anyone would expect to find an advertising message. By placing mannequins in garbage bins, we create an unusual sight. The stunt therefore was an instant crowd puller. It had enormous curiosity value. What’s more, we had local papers splashing pictures of our unconventional idea and writing about it. Later, we even circulated viral e-mails about the media idea.

We succeeded in stretching the impact without stretching the budget. We got free publicity and media coverage at a fraction of the cost of a similar level of paid publicity. As a result TRP ratings of the programme shot up and the new season got a fresh lease of interest.