Parachute has rolled out a digital video for its 'Advansed Hot Oil' range that has been conceptualised by McCann Worldgroup.
The digital video showcases a typical relationship between two siblings that has moments of love and hate. The film commencing with the brother’s alarm disturbing the sleep of his sister, goes on to play scenes that portray their strained relationship whereby the brother leaves his dirty laundry out in the open, uses up all the petrol in the car, and indifferently interprets his sister’s foul mood as an outcome of a break-up; building up to a showdown between the two especially at a time when the sister has just experienced a heart break. The ad concludes with the brother coming from behind and giving a relaxing head massage with Parachute Advansed Hot Oil.
Anuradha Aggarwal, chief marketing officer, Marico, said, “The communication narrative was inspired by the fact that relationships, just like hair, can have moments of dryness and strain which can be fixed with a little bit of warmth. Thus, through this campaign, the brand aims to build emotional resonance and establish its functional relevance amongst consumers.”
Pradyumna Chauhan, national creative director, McCann Worldgroup, India said, “The task for us was to create an emotional bond with viewers and draw relevance for the brand. Our script achieved just that by putting the endearing act of hair oiling in winter with ‘Hot Oil’ right at the center of it. The sibling relationship was the other thing that made the narrative beautiful.”
Agency: McCann Worldgroup
Chairman Asia Pacific, CEO and CCO India: Prasoon Joshi
Vice Chairman and MD: Partha Sinha
National Planning Head and Branch Head Mumbai: Suraja Kishore
National Creative Director: Pradyumna Chauhan
Creative Team: Navin Chawla, Prasad Kulkarni, Pritam Pal Singh, Surabhi Dave, Mustafa Shaikh, Allita Crasto and Zeanne D’cunha
Account Management: Pooja Muralidhara and Astha Chopra Kanal
Planning Director: Pearl Vas
Production Company: Green Grass Film
Director: Anaam Mishra
Executive Producer: Rachita Chowdhury
Producer: Praadip S Das