Elaborating on the execution of this innovative initiative, Bharat Kapadia, Founder of ideas@bharatkapadia.com, said: "We created the aromatic essence and provided a complete consultation on the execution to newspapers. Our engineers were sent to Deccan Chronicle, Hyderabad; and The Hindu, Chennai. We supplied the applicators for dispensing the essence on to the newsprint at the time of printing to ensure best results. The beauty of this newspaper-exclusive aroma innovation is that every new fragrance is a unique experience and hence the innovation doesn't get stale. We can create any aroma for newspapers."

Kapadia pointed out that Parle, which hasn't used print as part of its campaigns for a long time, did so for this particular initiative. On the conceptualization of this initiative, he added: "Hide & Seek is a popular biscuit brand by Parle. With the launch of the Caffé Mocha variant, the company decided to give readers a flavour of coffee through this innovation by ideas@bharatkapadia.com."

On the response to this innovation, Kapadia remarked: "The response has been excellent where proper dispensing of aroma was done and readers got a pleasant surprise. We got very positive feedback on our social media pages too. The brand was also happy with the response."

HUL has worked with the agency in the past in a similar initiative for Bru Gold which was conducted in Mumbai, Delhi and Bengaluru, and for which the creative agency also created print ads that were published in scented Times of India newspapers.