Santro's Prime Lunch Campaign
An advertising campaign was developed by JWT and Mobmasti aimed at creating awareness about the price of the car, the first phase of which was to run a contest, allowing the newspaper and radio audiences to guess the price of the car from a jumbled set of digits. As an incentive, Dewan announced a home theatre system to be given away as a prize to one lucky contender from the participants in the contest.
40,000 SMS. This gave them a data base of people who were genuinely interested in the car. Dewan requested for the SMS numbers database generated by the campaign, which was handed over to them. It is highly possible that the data was used to get personally in touch with the SMS senders to try and directly sell the car to them.