Flipkart.com, India's leading online megastore, started off as a small online bookstore. Believing that it’s the small joys that matter, they used to send a bookmark with every book—a practice they continued even after they became a massive e-retailer selling everything under the sun. These bookmarks quickly became all the rage, with people trying to collect them all—this was way, way before Pokemon Go in case you were wondering.

So, we gave fans what they wanted with a set of limited edition DIY bookmarks that were not only silly but also useful(ish).

Big campaigns that made headlines for a week are great, but teeny tiny projects that survive the test of time is the validation I need to keep going—we released these bookmarks in 2011/12, and as of 2023 I still find people tweeting throwbacks.