Parachute Advansed Hot Oil has launched what it calls the #DearWinter campaign, seeking to inspire women to “love winter again”. Conceptualised and executed by VMLY&R, #DearWinter tells the story of a girl’s fraught love-hate relationship with winter.
Winter is a season to look forward to for so many reasons, for it’s the season of love and weddings, a time to revel in winter fashion, and of course, festive family reunions, among others. Unfortunately, winter hair is the spoiler. Women, in particular, dread dry hair and split ends that accompany the season.
Talking about the campaign, Koshy George, Chief Marketing Officer, Marico Limited, said, “Parachute Advansed has always stood for nurturance through a profound understanding of a woman’s relationship with her hair over the course of her life. With #DearWinter, we aimed to show this sometimes strenuous relationship between a woman and her hair especially during the time of winter and how Parachute Advansed Hot Oil is the ideal companion to achieve perfect hair even during the dry and cold months of winter.”
Speaking about the conceptualisation, Venkatagiri Rao, CCO, SEA & India at VMLY&R Asia, said, “All it just takes is just one bad hair moment to ruin a day. And winter is one long bad hair day turned into an endless bad hair season. It’s ironic that during what is arguably the most beautiful season of the year, is when women’s hair troubles are at their peak. So, with this campaign, we captured this fraught relationship that girls have with the season, as a ‘lover’s quarrel with winter’. And bring alive the winter hair troubles in a way that every girl can relate to.”
The campaign was launched with a digital film in partnership with nine influencers, namely Shivangi Joshi, Dhanashree Verma, Kanika Mann, Arishfa Kan, Sameeksha Sud, Ashna Zaveri, Yukti Thareja, Steffi Cyril, and Nisha Bano.