Maxim, the men's only magazine is all about babes, cars and beer. In India, it is couriered in a transparent plastic envelope. The Indian edition was soon going to launch a new section - classic erotic stories. We had to come up with an idea to promote it.

The idea was to make sex and anything related to sex, humorous and memorable within the confines of our social outlook. We decided to make the book, containing only sexual terms and dirty metaphors, look like a children's book of ABC. We used bright appealing colors and 50s' cartoons inspired harmless illustrations. The drawings in themselves seem naive and inoffensive and the double-entendre resides in the words or expressions they illustrate.

The cover was purposely without illustration, taking its color and font from the velvet drapes and neon signs.

Maxim has a subscriber base of 20,000. At the end of 3-month exercise, we received over 4500 mails asking for extra copies and cheap imitations of the book have been selling all over.