Our integrated campaign was aimed to be even more effective than a TVC. Instead of adapting the international ad with Indian retail store addresses, we convinced the management to custom create ads for the Indian consumers to connect better. We took up the challenge and started working on a “we all have certain air” campaign. It was the first ever ad campaign to be developed for Indian market and taste. Nothing was conventional about this ad creative either, as we showed the shoe from behind, rising in the ‘Air’ accentuated by the unique headline. We splashed half and full page ads all across India through leading publications. These ads created quite a buzz in the market.