We created a 70 ft long golden plait. We hung it from a window in a highrise (to represent Rapunzel’s high tower) in the centre of the city, facing a road with the heaviest daily traffic, with the message ‘Rapunzel is back’. The coming to life of this fairytale shook people out of their complacency. There was an instance where a child waited under the plait for the prince to slide down.

Schools tied up with Kathalaya and then onwards included storytelling in their curriculum. All government schools now have a storytelling period. Newspapers and magazines carried articles. Over 3000 parents called enquiring about the storytelling festival. We could never have achieved this kind of a response with just a press ad.