Blackberry from Reliance Mobile was launched in India in August 2007. Being the only Blackberry in the country powered by CDMA technology, it was undoubtely the fastest and supported maximum data related applications as compared to Blackberrys offered by GSM providers. Hence, it was positioned - as the smarter way to live. The client, Reliance Mobile, wanted them to create a direct mailer to be sent to the CEO's of top companies. The objective was to have something that a CEO finds smart and has a relatively long shelf life. "7 habits of highly effective people" is a famous book. They thought that if if they sent across a message connected to the original copy of this book, it will invariably make it to the CEO's book shelf and stay there for long, reminding him of Blackberry from Reliance Mobile each time he see the book. Hence they came up with the idea of sending the book with a custom-made bookmark.
Agency: Tribal DDB, India.