Smooth Talk

The current scheme in Mumbai invites readers to drop their regular paper or go in for a second newspaper. The six-month subscription for

Indian Express costs Rs 430. But a new reader will get it for Rs 380. Also in store is a gift  a Premium beauty hamper from J K Helene Curtis, the Raymond group company.

Now comes the sales spiel. The hamper sells for Rs 250 in the retail market. Deduct this from the subscription figure and you get your six-monthly quota of the Express for only Rs 130. Tell them you are brand loyal and not interested in changing papers, then out comes the retort: Youre used to bread and butter for breakfast. Now, why not try the jam!