Idea Dukaan !

Hmm looks like apna idea dukaans are gettin smarter these days ....
check out this story from e4m about an initiative everest did for Hitachi Airconditioners........

"For Hitachi air conditioners, the agency backed the television commercial with a unique solution, which was to print 1,000 books with the title “Autobiography of an Air Conditioner.” The book appears like a novel and the back cover indicates that it has been published by ‘Neverest Books’. The novel contains no content till you reach the last leaf where the page mentions the author – Hitachi qaudricool.

That’s not all. The agency also planted a plug on the Hindu’s book review section. “The response was overwhelming. We planted the books at coffee shops and priced it at Rs 20. Surprisingly, people bought the 1,000 copies and now we are printing more,” he said.