From the incessant overload of corporate direct mailers that offices receive everyday it had to stand out and be noticed. It helped that the mailer was something the receiver could use inside his workplace. And the mini tubeless tyre and the pins came together in a piece of out-of-the-box office stationery that got people talking.

The initiative was an instant success. Apollo witnessed a 20% hike in organizational enquiries and a 12% increase in conversions.