Urban Company, the tech-enabled home services marketplace, has launched a quirky and creative campaign to promote its "Insta Help" service, which provides quick assistance for household chores. The campaign revolves around the concept of "Chill Pills," a playful remedy for the stress and chaos that ensues when domestic help is unavailable.

The core of the campaign is a medicine box designed to resemble typical over-the-counter medication. However, instead of actual pills, the blister pack contains empty shells with a message: "You don't need pills to chill from housework. Just Urban Company Insta Help". The pack also includes a QR code that directs users to download the Urban Company app, making it easy to book assistance.

This unconventional approach aims to capture attention and offer a tongue-in-cheek solution to a common household problem. The campaign acknowledges the frustration of dealing with absent domestic help and positions Urban Company's Insta Help as a convenient and readily available alternative. The "Chill Pills" campaign was created by the ad agency, The Germ, and launched in India in September 2025. It utilizes design, experiential marketing, and static images to connect with its target audience.

Urban Company's Insta Help service promises trained house help at the doorstep in just 15 minutes. This speedy response time is a key selling point, addressing the immediate need for assistance when regular help is unavailable.

The campaign has generated buzz on social media, with many users praising its creativity and humor. The line "Get Relief From Jhaadu, Pocha..." cleverly connects the product with the everyday realities of Indian households. The campaign's success lies in its ability to turn a mundane service into a memorable and engaging experience. By using clever visuals, packaging, and messaging, Urban Company has effectively attracted attention and driven orders for its Insta Help service.

This isn't Urban Company's first foray into campaigns addressing societal issues. In the past, the company has launched initiatives to bridge the respect gap between white-collar and blue-collar workers in India. These campaigns highlight the company's commitment to dignity of labor and creating a mutually beneficial platform for both customers and service partners.