A cab pulled over at Times Square as a sprightly young passenger got down to walk into a popular pub. The idea of having booze with a couple of good friends gave him nimble feet. But a casual look around the place slowed down his zippy pace and soon, the frolic mutated into a lumber.


There was a lot of joust and honking sounds that demanded and distracted a seeker’s attention. Yet, his eyes were transfixed at digital hoardings placed across Times Square.

‘So much of advertising, and such little space…’ he wondered, partly in curiosity and disbelief.

Hetansh Desai, the soon to be founder of Vital20 Communications, asked himself a question, ‘How can anyone standout amidst such relentless competition?’

The question had to wait till the party was over, but when the time arrived, it inspired intense research.


The philosophy behind Vital20 Communications:

Consuming an overdose of literature gave some early momentum and precious study material from Babson College’s Entrepreneurial Management course gave the research some much needed substance.

The observations were mindboggling-

An individual is exposed to 5000 ads in a day, and only 100 grab a viewer’s attention.

That’s 2% success rate.

So, every ad has a 98% possibility of going completely unnoticed.

It’s a fact that would make the lesser mortals sweat incessantly. But, Hetansh was determined to find a solution. While the research defined the question, it also hinted at an effective solution.


The Pareto Principle-

Research also stated that the general span of a customer’s attention on an ad is 3 seconds.

Why can’t an ad win in 3 seconds?

Scanning and studying hundreds of ads from various newspapers and magazines led to a simple yet amazing conclusion –

Most ads had too many messages to communicate.

It probably took 10 seconds or more to understand the ad completely. To win in 3 seconds, fewer messages were needed. This conclusion was perhaps the ‘Eureka Moment’ that helped form Vital20 Communications.

Hetansh flipped through his notes and opened a bookmarked page that read – The Pareto Principle.

The Pareto Principle states, 20% of causes generate 80% of effects.

20% of criminals commit 80% of crimes.

20% of landowners own 80% of the land.

20% of salesmen make 80% of sales.

20% of messages attract 80% of customer attention.



In an ad space, even subtle design elements form a pervasive message. After all, an ad is a visual first, and an ad copy later. To complete the most crucial part of the puzzle, Hetansh approached Harpal, an old friend and a talented designer, who was ecstatic at the innovative idea presented to him.

With all resources in place and a couple of clients yielding to the concept of ‘winning customers in 3 seconds’, Vital20 Communications was incepted on 15th February, 2016.

“Let’s advertise like no one else” – common thoughts echoed.



Using minimal text and crucial design elements in a newspaper ad, Vital20 Communications managed to multiply the sales of Profit NX, an accounting and billing software. Impressive ad campaigns for TBZ Opera House and IIM Ahmedabad paved the way to more recognizable projects.

Here is the list-

  • Vodafone
  • Samsung
  • Tech Mahindra
  • mPesa
  • Nandan Denim
  • Chiripal Group


Future Plans-

Like every Marketing Consultancy, Vital20 Communications too aims to cater to premium clients and grow. But, here’s the difference. Vital20 Communications eyes at growth and recognition without compromising on the ‘3 seconds rule’ or the ‘Pareto Principle’.

The journey would lose its meaning if the purpose is lost, right?

At Vital20 Communications, identity matters the most.

And as far as a continuous future vision is concerned, it is simply to ‘Win Customers In The First 3 Seconds’.

Copyright © 2018 All Rights Reserved.