Life in the Maximum City is often a tightrope sprint, balancing professional challenges with lifestyle-related stresses. Many seem to yearn for that invisible pause button - to slow down the pace of life. FMCG major Marico struck an emotional chord with the people of Mumbai through its outdoor campaign urging everyone to'de-stress'. The campaign, executed by Madison Out Of Home, urged people to'Relax. Unwind. De-Stress' with Parachute Advansed's'aromatherapy oil'.

The campaign was executed with a two-pronged strategy - to deliver impact and frequency. The impact was to be made through advertising on billboards, mall media and innovation, whereas the frequency and reach was created with advertising on bus shelters and Metro media. Keeping in view the nature of product, the campaign was particularly targeted at female audience in both residential and office pockets of the city.

To highlight the pack shot and'aromatherapy oil', cut-outs of the pack and LED lettering of'aromatherapy oil' was done on various gantries. In all, Madison Out Of Home used some 170 media units for the campaign that includes 35 billboards, 110 bus shelters, 24 Metro platform boards, 5 gantries and media at 2 malls.