On a tight budget, our brief was simple. Tell a large, non-specific market about the Behnazeer's spices brand, their curry powder in particular. To reach such a broad target market clearly meant the Internet woudl be the best solution, but still, what made this product different to any other curry powder? Easy, it is 'very hot'. With our USP in mind, we visualised the hottest thing we could think of and we aligned it to the product. The result? A surprising and ingenious demonstration of what you can expect from Behnazeer's 'very hot curry powder'.