Parachute Advansed Hot Oil announces the launch of its distinctive new campaign

Parachute Advansed, a brand that stands for nurturance, beauty and care, has launched a new campaign for its Hot Oil - #MagicOfWarmth. As the brand strengthens its market footprint across the country, the campaign aims to evoke a strong emotional connect with consumers and increase its core functional facets.

Parachute Advansed Hot Oil is a product made of coconut oil and enriched with ayurvedic warming oils. It’s self-heating property repairs dryness, dullness and fizziness and restores the damage that winter causes to hair. In order to establish this proposition of a warming oil in the mind of the new age consumer, the campaign thought of #MagicOfWarmth: which not only builds on the product proposition, but amplifies it through a brother-sister relationship in a digital film. The film draws parallels between the functional ‘dry hair’ problem to ‘dry relationships’ in life, which too can be easily repaired with the healing power of warmth. The mother brand Parachute Advansed, having been very strongly associated with its benefits on hair, makes it easier for the narrative to stay true to the concept - #MagicOfWarmth.

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 sister has just experienced heart break. The ad concludes with the brother being there for her and giving a relaxing head massage with Parachute Advansed Hot Oil while a voiceover says – Rishtey ho ya baal, har rukhapan door ho jata hai, bas thodi si warmth se.

Parachute Advansed has always evoked a profound connection with its consumers which span from young millennials to middle aged rural audiences. As the younger, digital savvy audience moves to conversations and content (from pure advertising), digital films like these gives the brand a chance to reinforce this emotional connect. 

Commenting on the launch of the campaign, Ms. Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “Parachute Advansed Hot Oil is a self-warming oil that works on intense dryness – a phenomenon that maximises in winters. The communication narrative was inspired by the fact that relationships, just as the case with hair, are filled with 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 the consumers.”

Pradyumna Chauhan, National Creative Director, McCann Worldgroup, India says, “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. Directed well, and backed by a powerful score, we are glad it is already making a great impact.”

Digital video link: https://www.youtube.com/watch?v=AUFOwxOknRI 

TVC credentials:

Agency: McCann Worldgroup

Chairman Asia Pacific, CEO & CCO India: Prasoon Joshi

Vice Chairman & M.D: 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

Executive Business Leader: Sujala Martis

Business Director: Amitabh Sreedharan

Account Management: Pooja Muralidhara and Astha Chopra Kanal

Planning Director: Pearl Vas

Agency Producer: Vrushali Samant

Production Team

Production Company: Green Grass Film

Director: Anaam Mishra

Executive Producer: Rachita Chowdhury

Producer: Praadip S Das