A remarkable and simple idea was developed. A poster depicting the star spanged night sky was created. But the stars in the sky were actually speech blurbs. And the baseline that simply announced that people could now talk at 10 paise per minute. This poster was then put up on the ceilings of various shops of dealers in mobile phone talk packages.

The idea was simple, inexpensive to execute and impactful as opposed to press ads and posters which had already become blind-spots. The poster became a talk point and spurred the communication of Hutch's new rate plan by word of mouth too owing to the interesting communication. This multiplied and maximised the expected results.