SAHARA ONE: MYSTERY SOLVED

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.