A blind man starts out for the Gold PLus showroom, taking the help of several people on his way. He keeps telling everyone why he is going to Gold Plus from TATA to buy gold jewellery. "Gold Plus is the only place where one can buy gold with one's eyes closed".10 blind men were profitably employed in Nellore, a coastal town in Andhra Pradesh, to impact several people every day for 3 months, spreading the 'blindly trustable' message.

While no response rates could be projected, the objective was to raise awareness among the people of the town about Gold Plus and the purity of its gold.

A post activity survey in Nellore showed 77% of the sample surveyed believed Gold Plus to be the retailer of purest gold in town, compared to 53% a year before.