To promote New Zealand Naturals range of ultra-light, 99% fat-free sorbets in the city. They availed the services of a magician, who made a girl float in mid-air while drinking the sorbet. This unusual live kiosk was set up in select shopping hubs in the city, wich are frequented by health-conscious people. Passersby were handed out product pamphlets at the site. This outdoor activity was covered by the city's press and local cable channels. Circulation of mobile phone MMSes and pictures further added to publicity. As a result, widespread awareness was generated for the brand, wich was reflected in a 62% jump in sales at the city outlets.
Agency: Contract Advertising Delhi, India.