VML India has been named as the digital creative agency of record (AoR) for Marico’s Parachute Advansed Hair Oil portfolio. The mandate won includes digital activation for the brands in the Parachute Advansed Hair Oil portfolio.
Marico Limited is a consumer product company operating in the beauty and wellness space and Parachute Advansed is a household name and brand in hair care in India. As the category gets re-defined and faces competition not just from other hair oils, but the larger hair care industry, Parachute Advansed has diversified their product portfolio to suit the varied needs of their consumers.
The product portfolio includes Parachute Advansed Coconut Hair Oil, Parachute Advansed Aloe Vera Enriched Coconut Hair Oil, Parachute Advansed Ayurvedic Hair Oil, Parachute Advansed Deep Conditioning Hot Oil & Parachute Advansed Jasmine Hair Oil.
VML India will lead the digital and social strategy for the entire portfolio, with an aim to create differentiated conversations with the sub-segments each product speaks to. The agency will be collaborating with the brand to define the role of digital for each product within the Parachute Advansed Hair Oil portfolio, aimed towards building brand preference and affinity. Another important area of focus for VML will be driving the brands’ strategy in third party e-commerce, to improve visibility and creating personalised shopping preferences.
Udit Bhambri (Head of VML India), said, “To be able to work with a brand like Parachute Advansed is an honour. We very much look forward to partnering the brand with our digital expertise, to drive both consumer share of mind and wallet.”