The Indian mobile market is a cluttered one. Several brands, despite offering 'best feature' phones, fail to perform here.

The main challenge was to make people try the special panorama camera that Salora's Arya Z2 offered. To do this, we studied the type of people who had a use for panorama cameras.

Their behaviour showed that they liked to travel and read.

And to target such a hybrid audience we saw the book fairs, which are a major attraction here, as the best opportunity where precisely such people gathered.

The 'Capture More' campaign transformed the panorama effect into words - a medium the target audience liked. The poster was written in a way that it could be read both horizontally and vertically. When read horizontally, the reader got a panoramic view of the subject, and when read vertically, each column explained the events of a particular frame - the same way a panorama image is formed, by stitching a series of images together.

This poster was put up as an installation at book fairs and stores. It was rolled to form a circle and suspended in the air, five feet above the ground. The reader stood within it to read.

The marketing plan was to put it up in one of the book fairs for the duration of the event. But owing to the good response, the campaign ran for the next 4 months at several venues.

The campaign had an estimated budget of USD 500. But the results amplified way beyond this figure. At the end of the activity, the brand earned a 4/5 rating on Amazon.in, a rating better than the iPhone.