Hypoxi: pants

Hypoxi promises inch-loss as opposed to weight-loss by gyms. To convert this promise into consumer delight cut the crap, Mumbai figured this meant losing one dress size every 12 sessions. To dramatize this a kiosk campaign was launched in the middle of busy streets of Mumbai. The kiosks 1-3 (ad 1-3) were kind of teasers that raised your interest levels as you drove past the kiosks placed serially one after the other. The reveal happened with kiosk 4.