very very excited to learn VOLKSWAGEN bags “talking newspaper” direct response print ad created by MUDRA…it was an absolute ripper…i cldn’t put the paper down ..nor the device …that i have kept hidden somewhere…for fear if i open the paper at that page , it will start talking to me again !! several years ago MUDRA had done a fine execution of my NESTLE POLO HOLE- in-the-newspaper idea in THE PIONEER…to nationwide applause..it was a simple way to express a 3-d product in a 2-d medium…and created waves for NESTLE POLO at launch…That MUDRA should have tried the same idea by punching a hole in the papers around the outline of a car for VOLKSWAGEN was a total non-starter…it was punching a hole through several pages of the TOI, i think, just for the sake of punching a hole…what does a hole have to do with a VOLKSWAGEN…IN POLO THE HOLE IS CENTRAL TO THE PHYSICAL PRODUCT, CENTRAL TO THE BRAND POSITIONING AND DIFFERENTIATION IN A HIGHLY CLUTTERED MARKET FULL OF UNDIFFERENTIATED MINTS..BUT in VOLKS !!?? EXCEPT UNLESS VOLKS BURNS A HOLE THROUGH YOUR POCKET…which is why a good idea for one brand cannot be chepoed on another…it is worse than a bad PART 2 to a blockbuster that was NESTLE POLO HOLE IN THE NEWSPAPER …In fact worries me no end that MUDRA perhaps did not understand my NESTLE- POLO-HOLE-IN-THE-PAPER idea and just executed it because the client said so !! Well, congrats to Mudra for both …the HOLE for NESTLE POLO and the TALKING for VOLKS !