I happened to be on a journey from Pune to Mumbai at 3 in the morning to pick up a guest and I made some interesting observations.

First, the driver listens to Radio Mirchi, the local radio network. He needs this to keep from getting bored. It's amazing how there are no advertisements on the radio at this hour. But imagine if an insurance company like Max New York Life or LIC wants to advertise life insurance policies to these drivers… at 3 in the morning…? Yeah. That would be the perfect timing. Ad rates should be dirt cheap at this time. And it's not only the cab drivers, the lorry drivers would also tune into this service. And most of the lorry drivers love to drive at night. The cost of reaching out to these customers on a per person basis would be the lowest, compared to any media… I'll bet.

Second, the toll at the Mumbai Pune expressway worked out to be Rs. 118.50. The driver paid 120 bucks and got a mini-Perk in return. Imagine, the sales of that little chocolate coated wafer is driven by the number of cars running through the expressway!!! And that means Cadbury's could drive sales of the chocolate at any place where people need change and it's hard to come by.