Marico Limited has unveiled a new advertising campaign for Parachute Advansed Body Lotion, built around the tagline ‘Softness Aisi, Dil Dhoondhe Choone Ke Bahane’. The campaign positions skin softness as a catalyst for everyday affection and connection.
The films centre on the playful chemistry between a couple, using moments such as an accidental brush of the hand and lingering touches to demonstrate how soft skin can inspire spontaneous gestures of intimacy. Through humour and relatable situations, the campaign connects the product’s functional benefits with emotional moments in relationships.
Commenting on the campaign, Vikram Karwal, Chief Marketing Officer – India, Marico Limited, said, “Softness is one of the most desired benefits in skincare. With Parachute Advansed Body Lotion, we wanted to elevate softness beyond a functional outcome and explore how it translates into everyday moments of warmth and connection. The films bring this insight to life through relatable expressions of affection between a couple. By connecting product performance with real-life experiences, we aimed to make the brand promise more meaningful, memorable and emotionally resonant, helping foster deeper consumer affinity and brand love.”
Himani Mangtani, Business Head – Mumbai, Sociowash, said, “The most relatable stories often come from the simplest, everyday moments. With Parachute Advansed Body Lotion, the idea was to bring alive the benefit of softness through a familiar moment of closeness between a couple, with the song naturally weaving the product benefit into the narrative. This approach allows the brand message to become part of the story rather than just a product claim, making it feel warm, relatable and memorable. That’s the power of insight-led creativity - finding engaging ways to make product benefits resonate in everyday life.”
The campaign also highlights the lotion’s formulation, enriched with Pure Coconut Milk, which the brand says penetrates 10 layers deep and provides moisturisation for up to 72 hours. Conceptualised by Sociowash, the films will roll out across digital platforms, targeting audiences in Delhi NCR, Bengaluru and Hyderabad.
