Marico has rolled out a film for its hair oil brand Parachute Advansed.
The film titled 'mere baal, meri jaan' (my hair is my heart) has been conceptualised by Team WPP. Through different situations it shows how hair is an important aspect for women.
Koshy George, CMO, Marico, said, “Parachute Advansed, a brand that stands for care, nurturance and beauty, has over the years build a strong emotional equity amongst today’s women. Synonymous with hair care, it truly understands the importance of hair in a woman’s life and in the expression of her identity, feelings and moods. Through this campaign, it aims to celebrate this symbolism and deepen the love for the brand - Parachute Advansed.”
Rohit Devgun, ECD and Abhijit Dube, SVP, Team WPP, said, “There is a reason why 'bad hair day' is among the most searched things on the internet. Her hair is at the very heart of her identity for every woman. She loses sleep over the health of her hair. She loses hair too. Hair is her first love. Acknowledging a woman’s feelings about her hair is the only way we thought we could arrive at something meaningful, something that would connect with her. Through this ad we have captured how women think of their hair, how they treasure it, by connecting with them at an emotional level about their hair. Parachute Advansed, with its legacy and synonymy with hair care can rightfully talk about this bond between women and their hair.”
The film is running on digital with shorter edits on television.
Agency: Team WPP
Production house: Goodmorning Films