Monte Carlo has devised the 'Massage Tee' based reflexology, the application of pressure to areas on the feet, hands and ears.
The pinpoints are placed in the places needed to be massaged to give one relief from pain and fatigue. J. Walter Thompson Delhi conceptualized the Massage Tee, aiming to create fashion with a purpose.
The Massage Tee has different pressure points seen as colour-coded dots to make sure there is no chance of a bad massage. As the press release claims, the tee is the "perfect tool to get the perfect massage".
Mayank Jain, general manager of marketing at Monte Carlo, said: “At Monte Carlo, we have always believed in fashion with a purpose. The Massage Tee is a perfect reflection of our belief. It is a benchmark – a perfect example of looking good and feeling good.”
Over 120,000 units have been sold since its launch and the t-shirts are available in Monte Carlo stores across India as well as its website.
Amit Shankar, senior vice president and executive creative director of JWT Delhi, commented on the innovative concept: “AT JWT, we believe in devising meaningful creative solutions for our clients. The Massage Tee is a good example of this - an idea that enables growth.”