Tata coffee in Karolbagh...

In the words of Mr. Bijoor himself:

We wanted to launch Tata Coffee in Delhi. We had printed tons of banners to be put out in Karolbagh and to my shock found that Karolbagh was a clutter of banners from many brands and companies. It was too late then and we could not do anything else. An idea struck us. We then got the team to hang all our banners upside down at that location and that stood out pretty well! People looked at our banner specifically for teasing it. They used to point at it saying “Hey, look at that. Those idiots put the banner upside down! Anyways, what is it about? Oh, Tata coffee it seems”. Any recall is good recall. Our banner attracted attention simply because it was upside down!