Found this piece by Grey New Delhi for a push-up bra, which is a dead ringer to this initiative (and unpublished?) work by a good friend of mine from way back in 2005. The only difference is the camera angle, obviously. Doubt that one got inspired by the other, or vice versa. But I think I'd be able to say to them Indian creatives, "BEEN DONE!" Ha. Just goes to show that if we don't act quick on an idea, somebody else will.