In two leading music channels in the country - ETC Music in the north, and SS Music in the south, we created special single ad thin breaks. We branded the breaks as 'Stayfree Ultra Thin breaks' brought to you by Stayfree Ultra Thins. The brand ad was played after the break bumper. The ad was followed by another branded break bumper, before the programme resumed. On SS Music, the special break was a part of regular content on the channel.On ETC, exclusive capsules branded as 'Ultra hit songs' were created. Each capsule had two chartbuster Hindi film tracks shot on contemporary Bollywood actresses. Dance tracks were chosen to build on the brand ad creative, and to reflect the mood of the target audience. The tracks were separated by the 'Stayfree Ultra Thin Break'.

The idea was executed within the campaign budget without incurring any incremental cost. It fetched the brand good visibility, and increased salience at no extra cost during the campaign period.