Marico - Wikipedia

Marico Limited’s premium hair-nourishment brand, Parachute Advansed, has launched a unique TVC-led campaign on the occasion of Pongal. Through the campaign, the brand seeks to emphasise the importance of hair and the role it plays in defining a woman’s identity. Showcasing different looks embodying different forms of expression, the campaign aims to celebrate what it calls the “bold, courageous women who are unflinchingly themselves”.

Conceptualised by VMLY&R India, against the backdrop of Tamil Nadu’s most important festival of Pongal, the new TVC showcases various women in a variety of looks — be it the braided hairdo done by their grandmothers or the Thalaivar-inspired look, but each one of them comfortable in their own skin or in this case, in their own hair. Backgrounded with catchy, festive tunes, the campaign champions women’s confidence, change, and expression.

Speaking about the campaign, Koshy George, Chief Marketing Officer, Marico Limited said, “Parachute Advansed has always been every woman’s ally in her journey of creating a unique identity. With nurturance and beauty at the core, it has enabled today’s women to express themselves. This year on Pongal, the brand aims to celebrate them through a distinctive campaign that brings to life this unique personification forging a deeper connect.”

Talking about the idea behind the campaign, Venkatagiri Rao, CCO, VMLY&R SEA & India, said, “For Pongal, we wanted to send out a message that even the most revered traditions only become richer and more alive when people add their own colour and spin to it. The Parachute Advansed campaign invites women to celebrate Pongal by unabashedly celebrating their own identities and hair choices. As a hair care brand, it’s important to support those who don’t have that freedom of self-expression, even today, by putting the topic out there and leaning into it. Thanks to the unique and robust Tamil style of music that underpins the campaign, a topic as everyday as hairstyles gets infused with unbridled energy and flair that feels very uniquely Tamil, and gets the spotlight it deserves.”

Credits:

Agency: VMLY&R India

CEO: Anil Nair

CCO: Venkatagiri Rao

ECD: Kevin Lobo

Creative Team: Mahesh Ambaliya, Sunil Shinde, Ipsita Barik, Harish Jadhav, Shivali Sharma, Ashwini Bhavsar

Business Director: Alpa Dedhia

Group Head Client Solutions: Khadija Attarwala

Client Solutions Executive: Sejal Choudhary

Agency Producer: Saurabh Pal

Production House: ARF in association with MASK FILMS

Director: SV Ashwathram

Executive Producers: Shruthi Nayak Sharma & SV Ashwathram

Producer: Arun Sivakumar M

Cinematographer: Shivendu Kudalkar

Music Composer: Arvind Raghunath

Lyrics: Balaji Venugopal

Vocals: Rajalakshmi and Senthil

Musicians: Nadaswaram – Bala;  Percussions – Shruti Raj; Rhythm Programming – Vicky RG (Vicky Bala Subramaniam) and Arvind Raghunath; Synth, Keyboard, Additional Programming – Arvind Raghunath