We created a calendar that spoofed Hollywood blockbusters. We mailed these to a database acquired from a local Website. We deliberately made it compact so that it could be placed on a table near to the prospect. Also because it is a calendar, visibility could be ensured all round the year instead of just once or twice.

600 calendars were mailed in the first week of January. As a result, Red Ice received enquiries from big agencies like O&M, McCann and JWT. They have made a number of films on brands like Ford and Onida.