During the Pune Marathon, two runners were planted to deliberately 'come' last in the race with the message ‘always come last’ printed on the back of their T-Shirts. Thereby emphasising the benefit of the product.

We were able to generate word-of-mouth sales, without any traditional-media advertising. Chemists and shops stocking the condoms were placing double orders within weeks of the marathon – proof that this media concept was a resounding success!