Breaking away from conventional outdoor experiences, we decided to centre our idea around the sea.Ambient media was zeroed in for its power to grab attention and directly interact with consumers during every day activities, engaging them in ways other media seldom could. The stage was set. Marina Beach in Chennai, India was our preferred strip of sea and sand. It all started with dropping biodegradable alphabets made from wood, khadi and paper pulp into the sea. Words were then strung together from the alphabets that washed up on the shores, thus giving the sea a voice.