Dominos’ national TV campaign had limited reach in Chennai due to the Conditional Access System. Such channels were available only to paid subscribers which were very low. Local language channels had high spillover (the TG is cosmopolitan individuals). The challenge was to promote the special offer online only. The portal chosen was www.chennaionline.com – a popular city centric site. South Indians are known to be mathematically inclined. This trait inspired the creative. We used a simple mental math property to ‘magically’ communicate the offer. The banner led to the sale of over 700 pizzas in 3 weeks!