The year was 2009 and it was our second successive year of association with the client. Client housed the  2^nd largest read English Newspaper, the 3^rd largest read Hindi (leading vernacular language in India) Newspaper and 2^nd largest read English business daily besides a leading FM Radio brand and few magazines. Newspapers dominated a significant 90+ percentage of revenues.

Client had a bitter experience in terms of quality and timeline with the printer in the previous year. The ambient recessionary pressure would have made the client smile on any significant cost-cutting.

We chose to present their Annual Report in the form of a newspaper. At the idea level, it got through almost instantly. The execution, though, required immaculate creativity and precision as anything less than a true resemblance to a newspaper would have fallen through the half way. We engaged, from outside, a seasoned financial journalist to get the journalistic flavour in content and a deft designer from newspaper background to create the absolute feel.

The end result was a first of its kind Annual Report that could have been mistaken for a newspaper. The Report made to Global 300 list by www.ReportWatch.net. The fact that it was widely appreciated by stakeholders and saved on 80% of the print production cost as well as time meant that the client would marry with this unique format for long time in future.