Huge, larger than life vinyl banners with just "Erection Underway" printed on them were installed on the tall buildings being erected.

The sheer grandness of the banners (200ft high, 15ft wide) ensured even the partially blind could not miss them. And the pun in the message subtly highlighted the effectiveness of these capsules. Moreover, repeated exposure to these banners (Oct 1- Dec 15, 2004) further enhanced the effect.

The campaign was a roaring success. Within 2 months of its launch, it resulted in a 26% increase in sales and a 40% increase in total brand awareness. Moreover, it received rave reviews in the media and was even voted as the 'Most Sensational Campaign 2004' by 'The Communication Council'.