The obvious solution was to dramatise the "Superpressed" look. How this was done is the not-so-obvious part. A direct mailer to single mindedly bring out the Superpressed aspect And how better than one image, one carbon sheet below it and a 100 odd superpressed carbon impressions below it. The back cover contained a message for those who wished to make their own superpressed impression.If 1 carbon sheet is able to produce 100 impressions, it's gotta be superpressed eh!A parallel exercise was a contest at Coffee Day outlets in which artists created sketches using a carbon sheet.

The direct mailer was sent out to 3500 targets from an existing customer database and also displayed as coffeetable books at youth hangouts & cafes 2460 respondents visited Levi's stores in Bangalore between 16 December and 30 January 2003.Superpressed sales during the period: 1801