Objective:Sony Entertainment television has a long running successful serial ‘CID’ – A crime investigation department solving murder mysteries. The task was to communicate to various media buying agencies about the new and exciting episodes of ‘CID’ where the entire story would be completed within an episodeIdea:CID investigates and solves any murder mystery, fast.

A regular murder mystery novel was sent. The twist in the tale is when the story gets over in the first five pages, leaving rest of the pages blank, thereby communicating that CID solves any murder mystery, fast.

It didn’t take long even for the media agencies to react. The mailer became a possession to flaunt, resulting into top-of-mind reminder for the ‘CID’ series. Media agencies considered the half hour series for their client’s media mix and booked the inventories within days of its announcements of launch.