TV news channel, CNN IBN also jumped in with this quote from Tharoor, with a graphics band saying "Tharoor's Love Bite to Modi". The tweet is now in Modi's court, so to speak, no slouch himself in the art of media generating bytes. Missing Briefcases helps Heineken shake and stir the audience Beer maker Heineken used an interesting social media campaign to push their link with the latest Bond movie, Skyfall. As India does not allow direct advertisement of alcohol and tobacco products, Heineken concentrated its publicity on a Twitter and Facebook campaign round the Skyfall premier in India, on November 2 nd, 2012. This video highlights the challenge where you get on a train to spot the briefcase, spotting it correctly won players tickets to the Delhi and Mumbai Skyfall premier. Pleased winners are already driving traffic to the page. It's also an interesting additional PR drive for Skyfall, which is mostly celebrity led.