The communication goal was to bring attention to the hole in "The Mint with a Hole" in a manner that is in keeping with the personality of Polo. The media buyer conceptualized and got the channel to execute 15 second vignettes developed on the Discovery Channel on "how holes play an important role in our lives".The first vignette encapsulates the need for holes in Swiss cheese. Two others to follow are flutes and needles.Started airing in prime time in March-April 2002 on the Discovery Channel, 6-8 spots per day for 8 weeks. The media team conceptualized and initiated the creation of capsules capturing the spirit of Polo "the mint with a hole" in the educational environment of the Discovery channel. Thus, the idea of a 15 second trivia which centers around the distinctiveness of the mint i.e. the hole. For the first time the huge knowledge band of the Discovery channel was used creatively for a brand. The films cleverly integrates the huge repertoire of facts available on the Discovery channel with the distinctiveness of Polo, i.e., the hole!It has never been done before and the greatness of the idea was that it was based on available data and the match was perfect!

The media team conceptualized and initiated the creation of capsules capturing the spirit of Polo "the mint with a hole" in the educational environment of the Discovery channel. Thus, the idea of a 15 second trivia which centers around the distinctiveness of the mint i.e. the hole.