MYSTERY SOLVED by Percept/H Mumbai for SAHARA ONE

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MYSTERY SOLVED

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Industry TV Channels/Radio Stations and Programmes
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market India
Agency Percept/H Mumbai
Art Director Hiten Sondagar
Copywriter Prathamesh Ghate
Illustrator Vasant Gadgil
Released November 2009

Credits & Description

Category: Ambient: Bars, Restaurants & Stores, etc.
Advertiser: SAHARA ONE
Product/Service: TV SERIES
Agency: PERCEPT H
Executive Creative Director: Prathamesh Ghate
Copywriter: Prathamesh Ghate
Art Director: Hiten Sondagar
Illustrator: Vasant Gadgil
Date of First Appearance: Nov 20 2009 12:00AM
Entrant Company: PERCEPT H, Mumbai, INDIA

Description of Ambient execution
Objective: To promote a popular detective TV series ‘Mr. & Mrs. Mishra’ amongst those who already have a keen interest in crime stories, mysteries and thrillers. In this case; readers of the said genre, who, in India, are estimated to be 54% of all fiction readers. Idea: While reading a book, a bookmark, as a result of its function, is placed somewhere in the middle of a mystery novel, i.e., in the thick of a mystery which has obviously remained unsolved. Optimizing on this very placement our bookmark read; ‘Mr. and Mrs. Mishra already know the culprit’, cheekily declaring that the detective couple Mr. and Mrs. Mishra are better at this than the protagonist of the book in question. In the smaller bookshops, customers who purchased detective/crime novels were handed this bookmark at the cash counter. While in the larger stores, that had a ‘Crime’ section, the bookmark was strategically placed for the consumer to pick for himself.