Direct Response
Client Parle Agro
Brand Café Cuba
Agency Creativeland Asia
Brief Two decades after it was forced to sell of its beverage brands to a global cola giant and sign a decade long non-compete agreement, Parle Agro was re-entering the carbonated drinks category. It positioned its new product, Cafe Cuba, as the Coffee Revolution, hinting at this history. We had to create a direct mailer to invite top journalists in the country to announce Parle Agro’s comeback.
Results
 For a medium with less than 3% as its average response rate, 100% responded by attending the launch. All media high profile attendees covered it. Soon, every newspaper in the country was talking about the revolutionary re-entry of Parle Agro. The invite cost us a mere $1800; the modest event, another $3200. So, for a campaign that cost $5000, the media response generated was worth $2 million.
Solution
 To invite journalists we didn’t just create a direct-mailer. We created a newspaper called La-Revolucion, in keeping with the idea ‘Coffee-revolution’. The front-page carried the respective journalist’s pic with cleverly disguised invite. The rest of the paper carried original, freshly written articles. A week before the event, journalists received the paper at their doorstep.