Barcodes, a technology patented by Normam J Woodland and Bernard Silver in 1952, were first used commercially in British supermarket chain Sainsbury's in 1972. In 1990, a client in Hyderabad tried to launch barcode machines in India, but the idea was rejected by the creative director. However, a young copywriter at the agency was inspired by the idea and created an ad for Titan's 'World Thinnest Watch'.
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