With new offering in form of Speed X, Pidilite was looking to compete in market. As the product was a new variant, the demand was not increasing organically and Pidilite was facing troubles. A unique program – Pidilite Speed X Demand Generation was created. This was done by placing mystery shoppers who will ask & advocate for SpeedX at retail stores, can raise demand of the product amongst the trade fraternity and in directly push the dealers to stock SpeedX at their outlets. The exercise was amplified to 12 cities across India.