The challenge was to keep the communication simple, and yet convey the product truth.

We turned to the English alphabet. When we looked closely, some letters when paired together 'resembled' objects that the two letters started with. For example, 'c' and 'u' when put together in such a fashion, could look like a 'cup'. Similarly, 'o' and 'r' looked like an 'orange'.

The posters certainly had people spending time on them, trying to figure out what exactly the object was. And when they got it, there was a chuckle. This further encouraged them to ask for Intex mobile phones so they could try out the advanced predictive text messaging feature, which saw an increase in sales by 30%.