The brief was to communicate that Virgin Mobile customers can now earn ten paise per second on every incoming call.

We designed a sticker poster with a series of fake, but attractive 'peel off' classified ads. Ones that would lure people into calling. However, the only thing missing from these ads, were the mobile numbers. Our customers could peel them off, write their own mobile numbers, and profit from it. Since these ads are quite common, we designed them in a typical fashion so that they look authentic.

The posters were put up at various youth hangout joints across the city, like cafes, colleges, outside malls, movie halls and mobile retail outlets. Each and every poster saw interaction with the customers, as they utilised the fake ads to benefit from them. As a result, the perception of the brand rose by 3%. An increasing number of people shifted to Virgin Mobile, increasing the sales by 17%.