As India prepares to celebrate Holi, Marico Limited's Parachute Advansed Gold is unveiling an innovative digital campaign that promises a fun, engaging, and effortless way to protect hair from Holi damage. The campaign combines a high-energy digital video commercial (DVC) and a music-driven influencer activation, reinforcing the brand's coconut oil as the ultimate solution for hair care during the festival.
The campaign kicks off with a digital video commercial that humorously compares extreme and impractical Holi hair protection methods with the simple power of Parachute Advansed Gold coconut oil. Featuring dynamic cinematography, fast-paced action, and high-speed robotic arms, the film delivers an unprecedented cinematic experience in hair oil advertising. Additionally, a music video featuring influencers Iqlipse Nova and Naina showcases a catchy Holi anthem, highlighting the contrast between those who over-prepare for Holi and those who stay worry-free with Parachute Advansed Gold. With quirky dialogues, striking visuals, and an upbeat soundtrack, the campaign’s core message—"Sirf Nariyal Kafi Hai!"—resonates clearly.
This multi-platform activation spans across digital channels, leveraging Meta platforms for short-format DVC cuts and influencer-driven reels to maximise engagement. The Holi jingle is also available on YouTube to further drive interaction.
Somasree Bose Awasthi, Chief Marketing Officer of Marico Limited, commented on the campaign, saying, "Holi is one of the most joyous and vibrant festivals in India, but for many, it also brings the worry of hair damage. For this campaign, we embraced a bold and fresh perspective leveraging humour and high-energy storytelling on ‘Nariyal Kafi Hai’, to craft an engaging and memorable narrative. The film creatively highlights how the nourishing care of Parachute Advansed Gold offers a simple yet effective way of protecting hair from potential damage during Holi. We aim to reinforce the importance of hair protection through goodness of coconut, ensuring that everyone celebrates Holi without worrying about hair damage.”
Parachute Advansed Gold's Holi campaign is poised to make a splash, especially in regions renowned for their lively and colourful Holi festivities.
