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cough hack wheeze.) And immediately someone in the scene would offer them a lozenge to clear their sore throats. The snippet would close with the line: ‘Don’t let a sore throat spoil your scene’. We even recorded a dummy audio to give the client a feel of how hilarious it would be. The idea was truly boundless and linked seamlessly to cinema. It was a winner, a trail-blazer that would have probably changed the way all brands approached cinema-based communication. Sadly, like an underrated script, the idea was passed over by the brand team. If I’m not mistaken, they later said they didn’t even have the budget to go on cinema, which defeated the purpose of the exercise. Post rejection, we tried to take the idea to the brand’s global team, however, the local team didn’t support us (probably because it would have made them look stupid for passing it up). So we let it go. That’s a wrap! ....