'Sakhi' (Friend) – a well-read magazine amongst audience was converting from SNP (standard newsprint) format to GNP (glazed newsprint) format, with their 'wedding special' issue. We appropriated this opportunity, and branded the magazine cover with the product bottle and the message: 'Anne French presents all new ‘Sakhi’ – smoother, silkier, softer,' followed by an ad inside. This not only magnified the 'touch-feel' aspect of the brand, but also addressed relevant audiences through its 'wedding' theme.

Being part of the 'Wedding Special' issue (which is a collector’s item, a reference issue for all prospective brides, their friends, and relatives) ensured longer shelf life for the advertising. Presence on the cover took the reach to magazine stands, and much beyond readership alone, creating 'Buzz' and 'talk value' among consumers & retailers alike.