Rather than create a regular advertisement, we decided to recreate the front page of the Economic Times with iconic front page stories, reported in 1998. What better way to remind readers about the colossal change brought about by India inc. How else to sum up that the Economic Times have been keen observers throughout the decade of change, chronicling every moment of glory?

The Economic Times, India's leading financial daily, reaches out to over 7.5 lakh people in the country. The innovation had the entire corporate world talking about the awards.Tremendous word of mouth led to all newsstands selling out by the afternoon, an indication that many 'non-subscribers' had bought copies. Hundreds of requests were made for additional copies.

In an online survey of 1100 respondents, 69.2% were surprised, 70% appreciated the ad and 89% understood that the Economic Times Awards was celebrating its 10th anniversary.