One person's manner is another's poison. People choose ringtones as an expression of themselves. What they don't realise, is that others are also subjected to the ringtone which they may not necessarily like. At volume levels that are unnecessarily loud.To build this sensibility amongst people, the creative got the reader to 'experience' the irritation caused by a badly chosen ringtone.

While the communication exercise was undertaken at a limited scale, the word of mouth and media flurry it created was tremendous.

Subsequent to the release, newspapers covered the issue, youth debated it and Hutch was seen as a responsible leader. All in all, the communication addeda significant amount of sheen to the brand.