Karnataka Tourism released short duration TV spots during the much-awaited Annual Budget presentation by the Government, on TV. As almost the whole nation was glued to their TV sets to watch the Budget for the financial year ahead, we released these spots in between - during the ad break - to tell people not to stress out, as Karnataka has many tourist attractions where they can take a break. 
Print ads were released in financial newspapers, reminding people of taking a break to survive the stressful Budget week. Major destinations like Hampi and Bandipur were chosen, and a simple stop motion animation was created using vegetables (the soaring vegetable prices in the country were a burning issue at the time).