Even during the critical downturn of 2009, Indian investors displayed a positive attitude and continued investing in the stock markets. Impressed by the brilliance of our team and the outcome of the previous campaign, MF Global continued its association with Six Inches for this campaign as well. Courage and resilience were the principal arrows of communication in our quiver. We created a campaign ‘Saluting the courage and optimism of the Indian investor’. Our campaign used mediums like print and outdoor as mainstays. Radio and microsite were used to engage the TG to share courageous stories. DMs and eDMs were also part of the campaign to reinforce the main proposition. The campaign achieved astounding results for MF Global. The client got 1344 new leads and the microsite registered over 9,288 hits and 11,172 page views. Due to this campaign, the investors viewed MF Global as one of the best companies to associate and do business with.