India, April 25 -- New Yorkers are being encouraged to stop and smell the armpits, quite literally, thanks to an unusual campaign by personal care brand Billie.

As part of a quirky promotional stunt, Billie has installed scratch-and-sniff posters around Manhattan that let passersby sample the brand's latest deodorant scent, Coco Villa. The experience is available at 505 8th Avenue, near Penn Station, and other select locations across the city until Friday, May 16.

A TikTok video capturing the stunt shows curious pedestrians stopping to scratch giant armpits placed on city sidewalks, reacting with surprise and amusement. "Love the fresh smell of @billie pits in the morning," read the caption on the post. One user commented, "It's gotta s...