We clearly knew that advertisements that directly try and highlight readership of any publication generally go unnoticed by Media Planners. We therefore had to find a medium that reached the Target Audience and a message that would not only be noticed but also be remembered by the target audience. Using the Scrabble game as a medium turned out to be the right choice as it is a well-known and liked game. Moreover, the creative idea ' All the A's are with us' and its execution clearly sent the message across to a media planner that a large section of the SEC A audience is most definitely reading Dainik Bhaskar.

The gimmick turned out to be very profitable and Dainik Bhaskar registered a growth from 100 to 156 releases targeted at the PCH area from Feb 08 to Aug 08 and also increased their market share in Punjab, Chandigarh and Haryana from 100 to 192 and also created a buzz via word of mouth. The words ‘All the A’s are with us’ along with comparative figures of three publications got the desired message across effectively.