We employed a device that almost every Indian recognizes - a shade card.

The colors were already present at the fair.

All we did was attach a shade card to the colors.

If there is a color, we have the paint. The message was simple and clear.

But the most mind blowing statistic in the campaign was this:

We spent USD 18 to appeal to 5 million devotees.

That's a cost per contact of 0.0000036 cents !