Since the budget was limited we planned a press conference for two reasons – one, if we get good coverage in the press (Print and TV) it will create awareness amongst the trade (paint dealers) who are our primary audience. Two, we were launching a range of unique waterproofing paints and an article in the press or a mention on TV news creates an authenticity immediately on launch. A press conference was conducted where we also had the scientists who developed the paint talking about their research and the paint’s properties. The event was attended by all major media, print as well as TV. The press conference got very good coverage and created good awareness about the brand.