The Super White Stick campaign promotes the playful application that this particular product is capable of. It features a set of three attention-grabbing statements that actually have a double meaning. For instance, one reads, "Butts are so cute and colorful, I feel like gently touching them with my soft fingers." Although that seems like a strange fetish, the Super White Stick actually tampered with the word 'butterflies' to create the shortened word 'butts.'
Created by Nikotin, an ad agency based in Pune, India, the Super White Stick campaign is a minimalist project that is comprised of a blank backdrop with only one sentence on each poster. The tag line, "Shockingly effective," captures the true essence of each inappropriately altered statement. It was art directed by Nikhil Kukalwar.