The idea was to create a lasting impression on the minds of the consumers when the sampling exercise was carried out. The only way to do it was to have an interesting idea. Once the idea was cracked, we put together a team that would stand outside malls and beauty salons, and give away the Long Black Card.

The promotion was a phenomenal success. We had people gathering around every time someone opened the long black card. Everybody wanted a sample. People spoke about it, and the local media covered it. The sale of Pantene Long Black sachets went up.