Parachute Advansed Body Lotion hits out at scrutiny modern women face
Committed to its promise of bringing a woman’s inner glow to the fore and enhancing her confidence, Parachute Advansed Body Lotion has launched its latest digital campaign.
The brand highlights the importance of confidence in a young woman’s life. Anchored yet unafraid, modest yet sensuous, it represents the kind of woman who believes in her ideals. The campaign stresses on the fact that it is solely a woman’s choice to wear what she wants or the amount of skin that she shows, and nobody else has the right to dictate it.
The digital video portrays how society comments on the choices the modern day woman makes. It begins with people along the street ogling at a girl wearing a short skirt, to another girl wearing a sleeveless tee-shirt. It transitions to the next scene where the girl is advised to cover herself with a ‘dupatta’ as the voiceover goes: “Sunoh, issey dupatta pehnao”. The campaign then portrays different scenes, wherein the modern woman faces scrutiny. From wearing backless clothes, to revealing dresses, to tops that attract attention, the judgement keeps pouring in. It ends with a girl being judged for wearing ‘aunty wale kapde’ as she dresses conservatively, and finally a woman wearing traditional clothes rides away on a motorcycle as the voiceover goes: “zyada bano mat…zyada tano mat”. Through the subtle sarcasm, the campaign communicates that the judgement of society should never stop women from being their real selves, rightfully capturing the essence of Parachute Advansed Body Lotion.
Commenting on the launch of the digital campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico, said, “With this campaign, Parachute Advansed Body Lotion reinforces the belief that she has the freedom to wear what she wants and be truly confident in her skin, both literally and metaphorically.”
Suraja Kishore, National Head Planning, McCann, added here, “India is changing. At the heart of the change are its women. When we met with women across big and small towns, we realised that women have changed, the society has not. The revelation was that women are making changes despite odds and social hypocrisy. They are increasingly becoming comfortable and confident with their new-found identities and newer roles. In a culture like ours, brands have to move on from being an ‘enabler’ to a ‘believer’. Parachute Advansed Body Lotion believes in the fact that today’s women are confident in their skin. They are confidently wearing what they please. As a believer brand, we are celebrating this new narrative and we are certain this will bring the brand closer to our consumers.”
Brand: Parachute Advansed Body Lotion
Creative agency: McCann
Chairman Asia Pacific, CEO & CCO India: Prasoon Joshi
Vice Chairman & MD: Partha Sinha
National Planning Head and Branch Head Mumbai: Suraja Kishore
National Creative Director: Pradyumna Chauhan
Creative Team: Sanket Pathare, Amod Dani, Amit Thakur, Sandesh Kargutkar
Executive Business Leader: Sujala Martis
Business Director: Amitabh Sreedharan
Account Management: Manjiri Bhopatkar, Shambhavi Singh
Planning Director: Pearl Vas
Films: Vrushali Samant
Director: Vijay Sawant
Producer: Dharam Valia
Production House: Hungry Films
Music Director: Shubhojit Mukherjee