Medium: A magazine that brings you your ultimate objects of desire. Message: The Mitsubishi Pajero - Your ultimate object of desire. The creative: An ad in the gatefold section. Which meant, for the viewer, woman ... woman ... woman ... pajero ... woman ... woman. Visual idea: A 'pixelated' Pajero - to drive home the 'lust' value of the brand.

The ad was a part of a campaign that cost us INR 4,50,000. Which is a small fraction of the cost of each Pajero - INR 32,00,000. The month this campaign ran, we sold 8 Pajeros in the market in which the campaign ran. The annual target for this variant is 30 cars.