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What started from a random midnight Facebook call with an inventor in Bangalore and climaxed on the stage of the Palais at Cannes is a journey that, to this day, gives me faith in the power of a client's tenacity and trust. In this case, for an idea that most Global CMO's would have discarded as mad or impossible or impractical or, frankly, all three. Air Ink is the kind of marketing that too many clients dream of, but so few manage to commit to. A genuine "platform" that, whilst entirely untraditional, succeeded in doing what marketing is meant to: say something important for the brand and get noticed.