Marico Limited has launched a new campaign for Parachute Advansed Aloe Vera Enriched Coconut Hair Oil. Built around the thought ‘Baal Itne Soft, Chooye Bina Raha Na Jaye’, the campaign reimagines softness as more than just a functional haircare benefit, highlighting its role in fostering warmth, affection and everyday connection.
Featuring actors Abhimanyu Dassani and Monica Chaudhary, the film showcases how softness can spark moments of closeness through a series of spontaneous and light-hearted interactions between a couple, it showcases how softness can spark moments of closeness.
Commenting on the campaign, Vikram Karwal, Chief Marketing Officer – India, Marico Limited said, "As a brand, we wanted to move the conversation on softness beyond product performance and place it meaningfully within the context of everyday life. The campaign is rooted in the insight that softness is a desired sensory benefit that consumers immediately recognise and value, making it a powerful way to build both relevance and emotional resonance for the brand. We believe this is an opportunity to bring a more nuanced lens to haircare communication, making it more relatable and engaging for consumers.”
Sharing the creative thought behind the campaign, Ajay Menon - President, Team WPP said, ‘’Softness isn't just a hair benefit; it's a human emotion. That’s why we created a film around those instinctive moments of warmth, playfulness and affection. We dramatized the effect of Aloe Vera, by celebrating the spontaneous urge to touch irresistibly soft hair. This way we transformed Aloe Vera's functional benefit into an everyday emotional experience’’.
The campaign will follow a multi-platform media strategy spanning television, digital video and social media.
