Marico Launches Parachute Advansed Protein Shampoo with ‘Aisa Kya Hai?’ Campaign
Marico launches Parachute Advansed Protein Shampoo with its ‘Aisa Kya Hai?’ campaign across TV, digital and social platforms.
SociapaHQ
Marico, an FMCG major, has launched its first campaign for the newly launched Parachute Advansed Protein Shampoo, as it aims to strengthen its presence in the haircare segment.
The campaign, ‘Aisa Kya Hai?’, revolves around a young woman who draws curious stares from those around her, with questions about what makes her stand out. The film eventually reveals that her healthy-looking hair is powered by the new Parachute Advansed Protein Shampoo, which is infused with coconut milk and aloe vera.
“As a brand we want to shift the focus from the traditional narratives of beauty and bring to the forefront the power of healthy hair in creating a sense of confidence in everyday life,” said Vikram Karwal, Chief Marketing Officer – India, Marico on the campaign.
"We believe healthy hair is much more than a functional benefit; it plays an important role in shaping how women feel about themselves every day. With this campaign, we wanted to move beyond traditional beauty narratives and celebrate the confidence that comes from naturally healthy hair," Karwal said.
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Haircare Push:
Marico has a big opportunity for growth in the shampoo category and the Protein Shampoo range is expected to help grow the Parachute Advansed portfolio and strengthen the role of the brand in consumers’ haircare routines, he said.
Team WPP conceived the campaign, with Absolute Production producing it, and taking a different tack by focusing on curiosity and admiration rather than the traditional before and after transformation.
Ajay Menon, President, Team WPP said: “Confidence is a subtle but noticeable thing and this insight was baked into the creative idea.
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"Confidence isn't always loud—it is something people notice and are naturally drawn to. The campaign celebrates a woman whose beauty and presence draw admiration naturally," Menon said.
The campaign will be rolled out across television, digital platforms and social media channels as Marico looks to build awareness and adoption for its new haircare offering.
