New Delhi, April 25 -- Billie is elevating outdoor advertising with a bold new twist-introducing a scratch-and-sniff experience focussed on the armpit. Passersby can get a whiff of Billie's popular All Day Deodorant in its newest tropical scent, "Coco Villa" near Penn Station in New York City.

Beauty brand fans can check out a set of three armpit-themed posters, designed to be scratched and sniffed to release the "Coco Villa" scent. This new version of Billie's bestselling deodorant features a sweet, vibrant blend of coconut and vanilla notes.

This aluminum-free solid deodorant boasts a lightweight, dermatologist-tested formula that glides on clear, leaving no streaks or stains on your clothes. With this campaign, Billie underscores its...