Amrut Infomedia Ltd, a Rajkot-based media company into advertising, graphics designing and concept execution since 1969, brought out an unusual and novel concept brochure of a construction project – Happy Excelencia by Happy Home Group, Surat, Gujarat – which has a replica of the actual building complex pop up in front of the viewer at the press of a button. Interestingly, it does not use any electrical mechanism for the pop-up surprise. The 61 × 62 cm brochure also contains a 3D animation CD of the proposed project besides elegantly designed pages detailing the plan and elevation. The Amrut Infomedia team headed by Rajen Shah worked on the brochure for four months to complete it on August 15, 2014.