ZILO Reinvents Print Media with “Bombay Tries” Newspaper Innovation

At a time when most consumers quickly flip past newspaper advertisements, ZILO has managed to make print media interactive again.

In a playful and highly memorable campaign, the brand transformed Bombay Times into “Bombay Tries” through an innovative front-page takeover that immediately sparked curiosity among readers. What initially looked like a printing error soon revealed itself as a smart piece of experiential marketing designed around ZILO’s core shopping experience.

But the real innovation went beyond the masthead.

Attached to the front jacket was an interactive envelope slider carrying the message, “slide to keep trying.” As readers pulled the insert out of the brown envelope, the same models seamlessly transitioned through multiple outfit changes, creating a tactile, scroll-like interaction directly within the newspaper.

The execution cleverly mirrored ZILO’s home trial feature, where users can order multiple outfits, try them at home, keep what they love, and return the rest.

Instead of simply explaining the feature through traditional advertising, ZILO recreated the entire experience physically through print.

And that’s what makes the campaign stand out.

The sliding mechanic transformed a static newspaper ad into an engaging product demonstration, one that encouraged readers to pause, interact, and explore. In an era dominated by digital-first campaigns, ZILO proved that print media can still create impact when combined with strong consumer insight and thoughtful execution.

More importantly, the campaign shows how innovation in marketing does not always require high-tech experiences. Sometimes, the smartest ideas are the ones that use traditional media in unexpected ways.

By turning Bombay Times into Bombay Tries, ZILO didn’t just create an ad.

They created an experience people genuinely wanted to engage with — and that’s exactly why this campaign worked.

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