Marico Limited’s premium hair-nourishment brand, Parachute Advansed, has launched a unique campaign this Pongal emphasising the importance of hair and the role it plays in defining a woman’s identity, through this campaign. Showcasing different hair looks that exemplify different forms of expression, Parachute Advansed urges women to express their authentic self.
Hair is not just core to a woman’s appearance but also her personality. It is a statement, a means to self-expression. Whether she ties it in a bun or lets it down loose; opts for a bob cut or colours them unconventionally, it symbolises her feelings, moods and her true authentic self. With this profound understanding of a woman’s relationship with her hair, Parachute Advansed’s latest campaign urges women to wear their hair their way this Pongal, and also give it the signature festive touch by adorning them with flowers.
Conceptualised by VML Y&R, against the backdrop of Tamil Nadu’s hugely celebrated festival, Pongal, the new TVC depicts various women in their festive looks. Be it a traditional braided hairdo or a Thalaivar-inspired look – each woman is shown expressing their identity through their self or in this case, their hair. With catchy tunes and a festive playout, the campaign conveys how women express their authentic self through their hair.
Koshy George, Chief Marketing Officer, Marico Limited, said, “Parachute Advansed has always been every woman’s ally in her journey of creating a unique identity. With nurturance and authenticity at the core, it enabled today’s women to express themselves. This year on Pongal, the brand aims to celebrate them through a distinctive campaign that brings to life this unique personification, forging a deeper connect.”
Venkatagiri Rao, CCO, VMLY&R SEA & India, said, “For Pongal, we wanted to send out a message that even the most revered traditions only become more rich and alive when people add their own colour and spin to it. The Parachute Advansed campaign invites women to celebrate Pongal by unabashedly celebrating their own identities and hair choices. As a hair care brand, it’s important to support those who don’t have that freedom of self-expression, even in this day and age, by putting the topic out there and leaning into it. Thanks to the unique and robust Tamil style of music that underpins the campaign, a topic as everyday hairstyles gets infused with unbridled energy and flair that feels very uniquely Tamil, and also gets the spotlight it deserves.”
Agency: VMLY&R India
CEO: Anil Nair
CCO: Venkatagiri Rao
ECD: Kevin Lobo
Creative Team: Mahesh Ambaliya, Sunil Shinde, Ipsita Barik, Harish Jadhav, Shivali Sharma, Ashwini Bhavsar
Business Director: Alpa Dedhia
Group Head Client Solutions: Khadija Attarwala
Client Solutions Executive: Sejal Choudhary
Agency Producer: Saurabh Pal
Production House: ARF in association with MASK FILMS
Director: SV Ashwathram
Executive Producers: Shruthi Nayak Sharma & SV Ashwathram
Producer: Arun Sivakumar M
Cinematographer: Shivendu Kudalkar
Music Composer: Arvind Raghunath
Lyrics: Balaji Venugopal
Singer: Rajalakshmi and Senthil
Musicians: Nadaswaram - Bala, Percussions - Shruti Raj, Rhythm Programming - Vicky RG (Vicky Bala Subramaniam), Arvind Raghunath, Synth, Keyboard, Additional Programming - Arvind Raghunath