MxMIndia

Tag: Parachute

  • Initiates #ThankYouNurses campaign

    This Onam, Parachute Advansed Gold salutes nurses

    By A Correspondent

     

    Marico Limited’s hair nourishment brand, Parachute Advansed Gold, has launched a digital campaign, this Onam, honouring the unparalleled spirit of nurses across the country. The #ThankYouNurses campaign, led by a digital film conceptualised by VMLY&R, salutes the brave warriors and provides a platform for all Indians celebrating Onam to come forward and express their gratitude for the nurses through their Pookalams, a popular floor decoration with flowers which is an integral part of Onam celebrations.

     

    Said Koshy George, Chief Marketing Officer, Marico Limited: “As India continues its fight against the pandemic, we wanted to honour the nurturing spirit and tireless efforts of the nurses who have ensured millions of Covid survivors are with their families this festive season. Parachute Advansed Gold stands for care and nurturance and has a deeper connect with the consumer larger than just hair. With this heartwarming ode, Parachute Advansed Gold aims to not only salute them, but also encourages every individual to remember them and dedicate their pookalams to the unparalleled spirit of these warriors”

     

    Added Venkatagiri Rao, CCO VMLY&R India: “As the festive season kicks off, we had to remind everyone that while we’re getting busy returning to our new normal, for nurses on the frontline, nothing has changed. They continue to fight the grim fight, every single day. So, it was important to make this festival about gratitude and remembrance. And who better to channel that gratitude for us than Covid survivors. We made real survivors the voices of Parachute Advansed Gold’s  #ThankYouNurses film. Hopefully, the world will follow their lead. And most importantly, never forget what they owe the brave nurses.”

     

     

  • Garners a massive 10 billion views in the first six days alone

    Parachute’s #ChampiBeats garners great traction on TikTok

    By A Correspondent

     

    Marico Limited’s hair-nourishment brand, Parachute Advansed, has launched #ChampiBeats, a campaign to encourage consumers to use the lockdown time to bond with their loved ones over a musical champi. Roping in TV celebrities and influencers, the brand ran the campaign on TikTok, garnering a massive 10 billion views in the first six days alone.

     

    Speaking about this campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “Parachute Advansed is a brand that stands for care and nurturance, and shares an extremely strong connect with its consumers. During the on-going lockdown, we felt that the brand can help people make the most of their togetherness, while also helping them deal with the stress of the situation. We launched Parachute Advansed #ChampiBeats on TikTok to turn the ‘champi’ from a mere oiling ritual to a fun and memorable shared experience with loved ones. In collaboration with celebrated stars, we wish to connect with our consumers in a unique and playful way, while staying true to the core value of the brand which is providing superior nourishment.”

     

    Added Venkatagiri Rao, Chief Creative Officer, VMLY&R India & South East Asia: “When you have a unique platform like TikTok, you want to stay true to its nature, rather than treat it as a surrogate platform for airing a commercial message. And #ChampiBeats succeeds in co-opting the language of TikTok seamlessly. It is a digital solution that takes an ancient ritual like the champi and completely reinvents it for the TikTok generation. Creating memorable ‘connected experiences’ and connected brands is what we do at VMLY&R, and this is a very good example of that approach.”

     

     

  • The brand promises hair nourishment as well as styling, notes a communique

    Parachute Advansed unveils TVC for new range

    By A Correspondent

    Marico has released a new campaign for its recently launched Parachute Advansed Men. The brand promises hair nourishment as well as styling, notes a communique.

    Commenting on the product range, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “Styling for men is a highly underpenetrated category, with a huge segment of consumers using water/oil for grooming and nourishment post wash. Having recognised this gap and marrying it to Marico’s larger focus on the male grooming sector, we have launched Parachute Advansed Men which truly celebrates manhood and shows them in a good light.”

    Added Kainaz Karmakar, ECD Ogilvy: “Parachute has been a hugely trusted brand synonymous with hair care amongst women for several decades now. The task was to carve a distinct niche for Parachute Advansed Men and make it stand apart from the mother brand.  This is where a relevant, memorable and ownable space mattered. ‘Good men deserve to look good’ is precisely such a space. It allows us a long term platform for the brand to stand for a belief, and yet remain connected to the product benefit of ‘Goodness for hair, inside-out”.

    Said Harshad Rajadhyaksha, ECD Ogilvy: says, “Once this unique central idea of ‘inner goodness complemented by great grooming’ was worked out, an equally important task was bringing it all to life. We are confident that the work will resonate well with the men it is targeting, and help this young brand grow from strength to strength.”

  • The digital video highlights the importance of confidence in a young woman's life

    Parachute Advansed Body Lotion unveils a new campaign

    By A Correspondent

     

    Parachute Advansed Body Lotion (PABL) has launched its latest digital campaign. The digital video portrays how society comments on the choices the modern day woman makes. It begins with people along the street ogling at a girl wearing a short skirt, to another girl wearing a sleeveless tee-shirt. It transitions to the next scene where the girl is advised to cover herself with a ‘dupatta’ as the voiceover goes – “Sunoh, issey dupatta pehnao”.

     

    The campaign then portrays different scenes, wherein the modern woman faces scrutiny. From wearing backless clothes, to revealing dresses, to tops that attract attention, the judgement keeps pouring in. It ends with a girl being judged for wearing ‘aunty wale kapde’ as she dresses conservatively, and finally a woman wearing traditional clothes rides away on a motorcycle as the voiceover goes – “zyada bano mat…zyada tano mat”. Through the subtle sarcasm, the campaign communicates that the judgement of society should never stop women from being their real selves, rightfully capturing the essence of PABL.

     

    Commenting on the launch of the digital campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “With this campaign, PABL reinforces the belief that she has the freedom to wear what she wants and be truly confident in her skin, both literally and metaphorically.”

     

    Said Suraja Kishore, National Head Planning, McCann: “India is changing. At the heart of the change are its women. When we met with women across big and small towns we realised that women have changed, society has not. The revelation was that women are making changes despite odds and social hypocrisy. They are increasingly becoming comfortable and confident with their new-found identities and newer roles. In a culture like ours brands have to move on from being an ‘enabler’ to a ‘believer’. Parachute Advansed Body Lotion believes in the fact that today’s women are confident in their skin. They are confidently wearing what they please. As a believer brand we are celebrating this new narrative and we are certain this will bring the brand closer to our consumers.”

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    Ad Strat: Parachute Advansed Hot Oil

    Rahul Mathew, ECD, McCann Ericksonn

     

    Name of the Campaign/Ad: Parachute Advansed Hot Oil

     

    The Brief: Only Parachute Advansed Hot Oil gives deep conditioning in just 20 minutes

     

    Research: No one refutes the goodness of coconut oil, especially when it comes to conditioning the hair. But today’s young women have a grouse with traditional coconut oil – its efficacy takes far too long. They want the same efficacy at a fraction of the time.

     

    Parachute Advansed Hot Oil doesn’t just condition your hair. It deep conditions it, and in just 20 minutes.

     

    [youtube width=”380″ height=”230″]http://www.youtube.com/watch?v=7dhIxiJCpx8[/youtube]

    The thought process behind the creative: There are days when your hair is just not in the mood to listen to you. And that’s when it needs a little more than just a wash. It needs a little deep conditioning. Just to make it more manageable and a lot more cooperative.

     

    Media vehicles chosen: TV, Print, Outdoor.

     

    Key issues kept in mind while executing the ad: Imagery and visual language which is differentiated from the hair oil category. A relatable, relevant set-up which the audience can identify with.

     

    Does the treatment do justice to the brief?
    It captures a relevant emotion in a young woman’s life. And the brand comes as a quick, efficacious and effortless solution.

     

    What according to you is the differentiating factor about the campaign: It talks of all the goodness of hair oil with an imagery that’s young and aspirational. And it’s been seamlessly integrated into the film, even in the track that has been used. It’s from a 1960s film called Mere Sanam. A classic track made contemporary to appeal to today’s generation (by Dhruv Ghanekar), quite like the oil itself.

     

    Credits:

    Director: Sabyasachi ‘Zap’ Sengupta

    Production House: Gingerwater films

    Account Management: Loveleen Raina, Pradnya Sengupta, Rohan Parkar, Samruddhi Roge

    Creative: Rahul Mathew, Akshay Kapnadak, Trishay Kotwal, Ramchandra Patil, Godwin D’Mello, Deepak Jage