In most cases, women have to struggle with stretch marks after pregnancy. Despite enduring the unbearable labour pain, living with stretch marks does not seem fair at all, does it? We conveyed this very concern and anxiety to the target consumers in a very poignant tone & tenor. Contemplating their sentiments and motives, we came up with the evocative, emotionally appealing campaign. We unearthed some unique methods of communications in the guise of print ads, posters, tent cards, leaflets & danglers, etc.