The Aircel boat made front page news on all national newspapers; it was telecast on all the top television channels, and was featured on more than 20 internet sites. An activity that cost less than 590 pounds to execute, garnered PR worth more than 67 thousand pounds! In a subsequent survey, 73% of the retailers surveyed expressed willingness to stock up on Aircel SIMs. A total turnaround in their attitude, proving that one good turn deserves another !