Parachute Advansed has launched its new multimedia campaign targeting the young Indian woman, on a single minded benefit – better growth of hair. The campaign has been created by Prasoon Joshi and his team at McCann Erickson, Mumbai.
The film opens on a young girl learning how to ride a scooter. As she falls, and scratches a car in the process, her friend runs up and sticks an apology note with their phone number on it. The second situation has the girl, with slightly longer hair, showing off things she's bought on a trip to her mother. When she spots the maid watching them, she goes up to her and gives her a gift as well. Next, her mother is disappointed when the girl rushes off without eating a curd-and-sugar mixture, but she comes back and has a bite to please her. The male voiceover then says that just as you grow a bit every day, with Parachute Advansed, your hair can grow as well. The new baseline is "Khubsurat hai badna".
According to Joshi, executive chairman and regional creative director, McCann Erickson Asia Pacific, “The challenge on the brand has always been to find the right tonality – since this is an old respected brand attempting relevance in today’s times. We believe this time we have got it absolutely right.”
“The campaign idea ‘Khubsurat Hai Badhna’, works on the thought that growing as a process is gradual; everyday and beautiful. That it is the everyday experiences and realizations that help a young girl mature towards the beautiful person she is growing into,” said Rahul Mathew, executive creative director on the team. Akshay Kapnadak, also executive creative director, added, “What got the thought process started was the fact that just as in life, Parachute Advansed works the same way – grows hair little by little, every day.”
Sameer Sathpathy, head of marketing at Marico India, said, “We love the insight. It really gets the brand under the skin of the consumer.”
The commercial is on air on all major channels. The idea will also be translated across other media like print, outdoor and digital.
WATCH TVC now
Creative: McCann Erickson (Mumbai)
Production house: Nirvana Films
Director: Prakash Varma