rand trivia can be an interesting way of engaging consumers in a category that otherwise lacks consumer involvement. Though not all brands can be fortunate enough to do it. Exide, the automobile battery brand from Exide Industries, is trying to wow consumers with some hard-hitting "historic" facts. All that in its latest print campaign, �The true test of a battery�.

The campaign, devised by Triton Communications, consists of three ads showing an aircraft, a submarine and a tank with three different headlines and certain trivia about the brand. Take the submarine ad. It says, "The true test of a battery is 1000 ft under water and in the car that wades through floods." The related trivia section reads, "Did you also know that an Exide battery was pulled out of Holland 1, a submarine that was lying under water for 69 years? ... The battery still worked!"... more