DM as a marketing device has tremendous wastage. And our experience was those communicating security matters meet with even more scepticism. We decided to tap into an idiom that is extremely relevant in contemporary India – crime thrillers. The connect with our category was also perfect – we are a crime prevention brand.

The DM was sent as a series to an existing database of individuals who had made enquiries in the past but had not purchased. Over 60% of the home owners contacted us to help them decide on the specific model to purchase. And over 8% of them bought the products. The ultimate feedback was quite a few of the recipients wanted us to develop more of these novels

The idea created a lot of buzz among our channel partners as well and was appreciated a lot. In fact, The World’s Shortest Crime Thrillers became collector’s items for all who received them.