Professional actors enacted realistic, dramatic scenes to an unsuspecting audience. Each ended with the message, “For more drama, come to Ranga Shankara”. Only then the audience realised the “incidents” were staged. Flyers containing booking/enquiry information were also distributed. People with message boards were posted outside areas with real-life drama, like the High Court and the State Parliament. Ads were also strategically placed in dailies.

There was a rise in enquiries/bookings immediately following each “incident”. Daily there were at least 200 phone calls and 150 SMS for ticket bookings/enquiries. Tickets were sold out a week in advance for all shows. Top of mind scores for Hutch rose by nearly 12%, without any additional media investment.