We had to bomb the consumers with attitude pills at the right place, and at the right moment. So we made an agreement with the major delivery-centres in town so that they would hand the medicine box at the exact time when the consumer was inclined to watch the channel. Colleges and bars exit doors were also chosen as preferential places, since after class or after drinking, people are bound to go directly home.

The effort generated great impact and the channel was first in audience during the time the campaign was on.