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When Cease Fire first launched its range of domestic fire extinguishers a few decades ago, no one in India had heard of fire protection, much less felt the need for it. The Cease Fire extinguisher was sleek, powerful and smart. But most importantly, it was easy to use. A high visibility, high impact mass media campaign supported the product launch. A personalized, highly persuasive and informative form of direct selling backed up distribution. The result: A thriving market where none existed before. In two years, we were selling a robust one million units plus. And the nation's leading business publication had ranked Cease Fire one of the top 10 marketing successes of the decade, alongside stalwarts like Levers and Colgate.

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