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!