Fruitshop on Gream’s Road (a small chain of juice stores) serves some of the freshest juices in Chennai. They’ve been doing that for close to 20 years. But recently, there have been a lot of new brands opening up that claim to serve fresh juices but what they’re actually serving is carbonated water. The sad thing is they’ve grown really popular.

The client wanted a campaign that communicated the fact that "in a world of fizzy, gas-filled beverages, the Fruit Shop's juices still remain fresh without any gas."

So, we thought we’d do a campaign saying –”We don’t put any gas in our juices...so we put some in our advertising” starting with 20-second radio spots.