Marico leverages hiccups to promote Parachute variant

Marico has rolled out a new campaign for the leading non-sticky hair oil in its portfolio, Parachute Jasmine.
Taking the basic brand premise of 'hair so beautiful it makes heads turn' a step forward, Publicis Ambience created a TVC around the creative concept, 'Unforgettable Beautiful Hair." To communicate this in a 30-second cut, a simple Indian belief was leveraged- Hiccups! 
Prasanna Sankhe and Ashish Khazanchi, NCDs, Publicis Ambience said, "In the hectic lifestyle that today's youth lead, we were looking for a very simple yet memorable hook which will stick in their minds. To make the point of truly unforgettable beautiful hair, we leveraged the age-old insight of a person hiccupping when somebody remembers them. Only this time we changed the reason why people will think about you – your unforgettable hair. This device will be used simultaneously in various media with which the youth interact."
The film opens on a pretty young girl who goes through the motions of her everyday college life, albeit with a difference. She is constantly hiccupping. As the hiccups refuse to go, her expression goes from being bewildered and confused to the realization of the root cause - the admiration and constant remembrance of her beautiful hair by the boys of the college.