Airtel was looking for a unique way to inform Non-Resident Indians in the US about its ‘Call Home’ service that promises unmatched clarity. Considering the popularity of funny videos that get forwarded, we decided to create very low budget films that would be put up on You Tube with links on the Airtel site and Emailers. In just 15 days, 3200 views, sign-ups for the service went up by 6 times in just 1 day!