Marico Launches New Campaign for Parachute Advansed Aloe Vera Hair Oil
Marico has launched a new campaign for Parachute Advansed Aloe Vera Enriched Coconut Hair Oil, highlighting hair softness as a catalyst for warmth, affection and everyday connections.
SociapaHQ
Marico Limited has launched a new campaign for Parachute Advansed Aloe Vera Enriched Coconut Hair Oil, positioning hair softness not just as a functional benefit but as a way to create moments of warmth, affection and everyday connection.
The campaign is founded on the thought, “Baal Itne Soft, Chooye Bina Raha Na Jaye”, where softness is redefined as an emotional signal that fortifies bonds through simple and relatable interactions.
The film stars actors Abhimanyu Dassani and Monica Chaudhary as a couple having fun and enjoying some impromptu moments led by the irresistible softness of healthy hair. Their interactions demonstrate how softness can be a natural expression of closeness and affection.
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Check out the campaign here:
Softness Redefined:
The key message of the communication is the product’s dual benefit proposition of the strength and nourishment of coconut oil and the conditioning and softening properties of aloe vera for hair that is strong healthy and soft to the touch.
Speaking about the campaign, Vikram Karwal, Chief Marketing Officer – India, Marico Limited said, “As a brand, we wanted to take the conversation on softness beyond product performance and meaningfully place it in the context of everyday life. The campaign is based on the idea that softness is a highly desirable sensory benefit that consumers immediately get and value, and therefore a strong way to develop relevance and emotional resonance for the brand.”
“The campaign provides a more relatable and engaging way to communicate haircare, connecting functional product benefits with everyday experiences,” he added.
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“Softness is not just a hair benefit, it’s a human emotion,” said Ajay Menon, President, Team WPP sharing the thinking behind the creative idea of the campaign. That's why we created a film that captured those instinctive moments of warmth, playfulness and affection. We dramatised the effect of Aloe Vera by celebrating the spontaneous urge to touch irresistibly soft hair, turning a functional benefit into an everyday emotional experience.”
The campaign will be amplified through a multi-platform media strategy across television, digital video and social media, bolstering Parachute Advansed’s stance on hair softness that is beyond beauty to create meaningful human connections.
