A pair of Levi’s is now available in three monthly installments.As a media innovation, we tied up with a radio station and started playing songs in 3 installments. Between each installment, we hear a coin dropping into a payphone.After the third coin fell, the announcer line was heard.The brief was to innovatively announce the launch of Levi’s in EMIs, whereby one could buy a pair of Levi’s in three monthly installments. The target audience was urban college students, who do not have the purchasing power a young working adult does.Radio as a medium was chosen because the target audience’s primary source of contemporary music is the radio. By hijacking the latest songs and splitting them into three parts, we were able to get the message of three installments across very easily.