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.