The campaign aims to build an emotional resonance by saying, be it relationships gone dry or hair, all one needs is a little bit of warmth
Archit Ambekar | Mumbai | February 3, 2017
Winters are an opportunity for brands to market their products. Weâve seen all sorts of cold cream brands, body warmers and other winter products cashing in on the season. One such brand, Parachute Advansed, too released a three-and-a-half minute digital campaign -- #MagicOfWarmth -- for its hot oil, a property to self-warm the dryness of hair during winters.
âAs the brand expands its market footprint from the South-West to the North of the country, the aim of the campaign was to build emotional resonance and enhance the functional relevance for consumers in the North,â says Anuradha Aggarwal, Chief Marketing Officer, Marico, in a conversation with BestMediaInfo.com.
The campaign, conceptualised by McCann Worldgroup, shows an interesting bond of a brother and sister. The sister is always irritated with her brotherâs âuncordialâ behaviour. The video shows various instances of the same. One night, at the dinner table, they confront each other on their behaviours and the sister goes to her room in anger. The next scene shows the brother opening a bottle of the brandâs hot oil and applying it on his sisterâs head. They clear their differences in the conversation as he continues to oil her dry hair. The campaign draws a parallel in the end as a voice-over says âbe it relationships gone dry or hair, all one needs is a little bit of warmth.â
Oiling nourishes the hair and keeps it healthy in the long run. Aggarwal feels that communicating these long-term benefits to the millennials who seek instant results over long-term health and beauty and which continue to be a challenge.
On the campaign, Pradyumna Chauhan, National Creative Director, McCann Worldgroup, India, said, âThe task for us was to create an emotional bond with viewers and draw relevance for the brand. Our script achieved just that by putting the endearing act of hair oiling in winter with âhot oilâ right at the centre of it. The sibling relationship was the other thing that made the narrative beautiful. Directed well, and backed by a powerful score, we are glad it is already making a great impact.â
Aggarwal added, âParachute Advansed Hot Oil is a self-warming oil that works on intense dryness â a phenomenon that maximises in winters. The communication narrative was inspired by the fact that relationships, just as the case with hair, are filled with moments of dryness and strain which can be fixed with a little bit of warmth. Thus, through this campaign, the brand aims to build emotional resonance and establish its functional relevance among the consumers.â
Hair oil brands have always stereotyped ads with the roughness of hair and application of oil or a mother applying oil to her daughter. This campaign stands out from the usual. âAll relationships are filled with moments of dryness and strain, and a little bit of warmth is all that it takes to repair them. The communication narrative of #MagicOfWarmth was built on this insight. Hence the campaign brings the thought alive by showing a relationship between two siblings, which like any relationship has its moments of coldness,â added Aggarwal.
The four-week-long digital only campaign is split into two parts. The first one is the functional aspect of the product delivered through communication. Second is the fact that the film aims to build emotional relevance by connecting the #MagicOfWarmth and the act of oiling at a more personal level.
Being a digital-only campaign, we asked if digital is a space where the hair oil category can leave a mark. Aggarwal said, âHair oil is a product that is used by a wide array of consumers â from millennials to middle-aged consumers in rural regions. There is a surge in digital consumption, especially mobile, across ages. Digitally savvy audiences are moving to conversations and content from pure advertising. Thus digital campaigns assist in fortifying and furthering the brandsâ engagement with the TG.â
With close to two million views across social media, the response has been highly engaging on social platforms. Digital will be an increasingly important medium for the brand. The brand is likely to move spends from other mediums to digital steadily.
While digital will have its own share, other media too have specific roles to play. For sheer reach, TV continues to be the lead medium.
Brand: Parachute Advansed Hot Oil
Agency: McCann Worldgroup
Chairman Asia Pacific, CEO and CCO India: Prasoon Joshi
Vice-Chairman and MD: Partha Sinha
National Planning Head and Branch Head Mumbai: Suraja Kishore
National Creative Director: Pradyumna Chauhan
Creative Team: Navin Chawla, Prasad Kulkarni, Pritam Pal Singh, Surabhi Dave, Mustafa Shaikh, Allita Crasto and Zeanne Dâcunha
Executive Business Leader: Sujala Martis
Business Director: Amitabh Sreedharan
Account Management: Pooja Muralidhara and Astha Chopra Kanal
Planning Director: Pearl Vas
Agency Producer: Vrushali Samant
Production Company: Green Grass Film
Director: Anaam Mishra
Executive Producer: Rachita Chowdhury
Producer: Praadip S Das