Parachute Advansed Gold interrupts Zee TV and appears on digital platforms with its #NoBaalBanka campaign

Marico's Parachute Advansed Gold tried to break the clutter with its new contextual interruption marketing.

For its latest #NoBaalBanka campaign, Parachute Advansed Gold partnered with Madison Media Ultra and Team WPP with the aim to capture the impact summer heat has on hair and how PA Gold makes sure hair stays nourished and protected during this heat.  

With an aim to effectively grab their consumers’ attention, Parachute Advansed Gold has used disruptive, contextual marketing across consumer interest platforms – Zee TV, Zee5 and YouTube.  

This is the first time on Zee TV that a brand has interrupted a live TV show with brand messaging interrupting the show playout, a disruption led by Madison Media Ultra. Blocking prime-time, the brand integrated its campaign message across all eight prime time shows including ‘Kumkum Bhagya’, ‘Bhagya Lakshmi’, ‘Kundali Bhagya’ and ‘Main Hoon Aparajita’, simultaneously on Zee TV as well as its digital counterpart Zee5. 

The episodes were interrupted with 10-second branded videos themed around various emotions and settings, contextual to the content playing out in the episode. This rollout took place over three consecutive days, establishing a connection with their core target audience across Hindi speaking markets. 

Alongside the Zee TV and Zee5 disruption, Parachute Advansed Gold is also activating contextual ads before trending videos on YouTube with 300+ Parachute Advansed Gold creatives which Team WPP has created in real-time, in sync with the trending content.  

Somasree Bose Awasthi, Chief Marketing Officer, Marico, said, "Over time, Parachute Advansed Gold has built a strong, trusting bond with its consumers through effective communication and consistent product quality. Our latest campaign for Parachute Advansed Gold #NoBaalBanka, aims to disrupt the clutter of summer campaigns with a strong, contextually placed message to surprise and connect with our consumers when they are highly engaged. This, we believe will help us establish a genuine connection while leaving a lasting impact.” 

Jolene Fernandes Solanki, Chief Operating Officer, Madison Media Ultra, said, “At our agency, we are constantly seeking innovative ways to break through the clutter and engage audiences effectively. The #NoBaalBanka campaign for Parachute Advansed Gold showcases our expertise in Contextual Interruption Marketing, creating disruption during the summer season. By integrating the brand seamlessly into popular serials both on TV /OTT and through trending YouTube videos. We have successfully connected with the target audience. We are proud to have collaborated with Marico and Zee on this unique and engaging campaign." 

Ashish Sehgal, Chief Growth Officer, Zee Entertainment Enterprises, said, "As a pioneer in the Indian media landscape, Zee has always been at the forefront in delivering innovative advertising solutions for its esteemed clients. We are delighted to partner with Marico for its #NoBaalBanka campaign leveraging a unique Contextual Interruption Marketing format on Zee TV and Zee5. This is a first of its kind solution on Zee TV making it a very special campaign indeed. I'm excited to team up with Marico on this unique campaign which is sure to resonate deeply with the audience." 

The rollout of the #NoBaalBanka campaign on ZeeTV and Zee5 was activated for three consecutive days during prime time shows. The YouTube campaign will span two weeks, immersing the brand in popular cohorts to ensure maximum reach and engagement. 

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