On looking for an insight we realized that the digital revolution has taken us by a storm. People are texting, emailing, chatting to get their messages across. But…they are just not writing.

The digital revolution has made life a lot easier and faster, but it has surely robbed us of the smaller joys of our daily life. One such joy is the joy of writing or the joy of putting ink to paper.

Our objective was to reverse the dwindling fortunes of our client and to rekindle in our consumers, the joy of writing.

Korp pens, a leading manufacturer of writing equipment came to us with a downward graph and a dream to reclaim its lost glory. In a generation, which is getting Digital to the extreme, the relevance of the pen has got limited to signatures. Pens today have become a tool of an occasional signature.

And hence the idea was born.

To rekindle the joy of writing, we thought what if the city woke up to a hand written newspaper with live content instead of the normal standard printed typeface.

So on the 21st March 2013 we created history by making India’s 1st hand written front page of MID DAY a leading English-language tabloid. The city woke up to handwritten newspaper with the actual news of that morning. But written with the warmth of being handwritten.

Immediately this activity started getting talked about. The social networking sites were abuzz with discussion and debates about this. Different leading websites were reporting it. The consumers were delighted and were discussing it. The point was made in a loud and clear manner.

In 10 days the client saw an increase in the placement demand and a strong consumer pull. And while this document was being filed the downward graph had raised its head and is looking at the sky.

Like they say…..History cannot be texted or smsed…..it can only be written.