HYPOXI: FATE

One of the most popular columns in newspapers is the weekly horoscope. The horoscope for the new year is obviously a must-read. cut the crap released a 2-pager on 1st Jan 2013 in the prominent dailies. Front page under the mast-head was the predictions for the year, as if published by the newspaper. Every horoscope ended with the prediction that the reader is destined to gain weight during the year. Turn the page and on the reverse was the rejoinder the actual ad. The tactic was meant to push the fence-sitters who dominate this category (fat-loss and fitness). Result has been electrifying. Both in terms of enquiries and conversions.