The TVC, conceptualised by McCann Erickson, highlights the transformation the use of Parachute Advansed Body lotion can bring to one’s skin in just seven days
BestMediaInfo Bureau | Mumbai | October 29, 2015
Marico has launched a new campaign for its skin care brand Parachute Advansed Body Lotion in a step to fuel the brand’s growth for the coming winter season. In a category which is rooted in the problem solution space, Parachute Advansed Body Lotion has uniquely shifted the frame of reference with its emotive proposition of “Rekindling romance” in the married housewife’s life.
Within five-six years of marriage, familiarity and presence of children takes a toll on the intimacy between a couple. Given the daily chaotic lifestyle, the housewife tends to neglect her body skin care needs, with all her attention dedicated towards her family. Parachute Advansed Body Lotion, through its new advertising campaign intends to bring back this lost spark in relationships by promising a woman with ‘irresistible to touch’ beautiful skin in just seven days.
The TVC, conceptualised by McCann Erickson Mumbai, showcases a housewife expressing her surprise and excitement to her friend about her husband finding ways to touch her time and again, bringing the flames of romance back in their lives. The campaign educates that Parachute Advansed Body Lotion, rich with the goodness of coconut milk and 100 per cent natural moisturiser has been formulated to uniquely nourish the skin from within, in just seven days.
Anuradha Aggarwal, Chief Marketing Officer, Marico, commented, “Our new campaign highlights the transformation the use of Parachute Advansed Body lotion can bring to your skin in just seven days, leading to the rekindling of romance between husband and wife. With winter around the corner, we are using this opportunity to urge homemakers across all metros and mini-metros in India to try the transformational effects of Parachute Advansed Body lotion.”
Puneet Kapoor, Executive Creative Director, McCann Erickson, elaborated, “Body lotion classically has been a difficult category to crack into, especially when we go down the strata. The idea of re-igniting romance in relationships was the starting point, but the real challenge was to make this transformation of skin very desirable. It’s from here that the idea of capturing beautiful fleeting moments of touch and the return of romance was thought of. With the high-point being a moment when an otherwise un-expressive husband goes to the length of saying ‘coo-chi-coo’ as the couple take a selfie. The treatment that directors Subir and Namita brought to the initial script made a real difference to the idea, making it a lot sharper and interesting creatively, and liberating the story into beautiful short cinematic moments strung together over a conversation with a close friend.”
Brand: Parachute Advansed Body Lotion
Creative agency: McCann Erickson, Mumbai
Ad Directors: Namita Roy, Subir Chatterjee (White Light Productions)
Creative team: Pradyumna Chauhan, Puneet Kapoor, Vivek Bhambhani, Sanket Pathare
Account Management: Vincent Panangadon, Rimjhim J
Account Planning: Amit Kumar