Marico Ltd.s Parachute Coconut Oil launches its regional pack for Tamil Nadu

Marico Limited, one of India’s leading FMCG companies, is launching an exclusive pack of the iconic Parachute Coconut Oil for Tamil Nadu. The new packaging design celebrates Kolam, the traditional decorative art of Tamil Nadu, which complements the iconic pack, giving it a novel regional touch while retaining its classical familiarity. The new-yet-familiar packaging also carries the famous tagline “100% pure coconut oil” translated in Tamil to strengthen its connection to the regional consumer base. The product’s exclusive Tamil Nadu launch will be accompanied by digital and print announcements as well as a TVC.

Since its launch in the 1990s, Marico’s Parachute Coconut Oil, with its iconic blue colour and instantly recognizable shape, has grown to become synonymous with coconut oil in India. The addition of Kolam art, traditionally drawn at the thresholds to attract prosperity and wealth, symbolizes a new beginning aligned with the product’s exclusive Tamil Nadu packaging. The upcoming TVC further underscores the product’s  roots by drawing attention to the fact that the product’s raw material grows in Tamil Nadu, one of the major coconut farming states in India. The exclusive pack, therefore, is as much a new beginning as it is a homecoming for the brand in its Tamil avatar. 

The film opens with images of the rolling coconut farms and fields in Tamil Nadu, moving onto imagery of the farmers nurturing the coconuts all through the production process. A voiceover talks about how Parachute Coconut Oil is made from the land we call our own, and cared for by farmers from Tamil Nadu. As she goes on to say “the coconut oil you love to call your own”, the new, exclusively designed pack of Parachute Coconut Oil for Tamil Nadu  is unveiled on the screen, emphasising how the India’s No.1 coconut oil is nurtured by Tamil Nadu. 

Commenting on the launch of the new regional pack, Koshy George, CMO, Marico Limited said, “We are happy to launch the new face of our Parachute Coconut Oil in Tamil Nadu. One of the largest coconut-producing states in India, Tamil Nadu is the home of the hardworking farmers who are key contributors in making Parachute the country’s most-loved coconut oil. As a product made for the common people, by the common people, the all-new Parachute oil package aims to speak to every Tamilian who values home-grown products for their authenticity and quality. Underscoring these values, the all-new packaging celebrates the product’s Tamil roots through the inclusion of the Kolam art and Tamil tagline, attempting to communicate to the regional consumers that the product they love is as much theirs as the language they speak.” 

Rohit Devgun, Executive Creative Director, Team WPP said, “The new Tamil Nadu exclusive pack of Parachute Coconut Oil is a tribute to Tamil Nadu, its people, it’s art and the film aims to capture this very spirit and celebration.”

Agency Credits:

• Rohit Devgun, Executive Creative Director, Team WPP
• Abhijit Dube, Senior Vice President, Account Management, Team WPP