The campaign was launched at high visibility areas to gain maximum attention. To lend a southern, as well as a northern flavour to the campaign, the creative showcased two characters - one, a South Indian, and the other, a North Indian. The two characters sat on a see-saw, with the top plank designed as a dosa, and the base, a samosa. The movement was balanced with the help of a motor attached behind the hoarding.
The campaign which kicked off on December 12, 2011, was on for 10 days, and ended on December 22, 2011, across Mumbai, Delhi, Ahmedabad, and Pune. In Mumbai, the outdoor innovation was carried out at three places including the Mahim Causeway, Bandra Turner Road Junction, and the Juhu Tulip Star junction, with one site each in the rest of the cities.