The Background
Marico Limited consumer products company operating in the beauty and wellness space and Parachute Advansed is a household name and brand in hair care (hair oil) in India. As the category gets re-defined and faces competition not just from other hair oils, but the larger hair care industry, Parachute Advansed has diversified their product portfolio to suit the varied needs of their consumers. The product portfolio includes Parachute Advansed Aloe Vera Enriched Coconut Hair Oil, Parachute Advansed Ayurvedic Hair Oil, Parachute Advansed Deep Conditioning Hot Oil & Parachute Advansed Jasmine Hair Oil.
In July 2017, VML India was brought on board as the social agency of record (AoR) for Marico’s Parachute Advanced Hair Oil Portfolio.Leading the digital & social strategy for the entire portfolio, VML will focus on the creation of differentiated conversations with the sub-segments each product speaks to and move the brand digitally forward.
The Execution
Parachute Advansed launched the brand campaign #ThodaLoveJatao in August 2017. The campaign focused on encouraging users to nurture relationships by expressing their affection towards their loved ones. The core ideafocused on the premise that it’s the people we are closest to, we tend to overlook while we have our eyes on our dreams.The brand Parachute Advansed believes that, be it hair or relationships, love and care is the only way to keep the beauty in its purest form.
Therefore they say, “Toh aaj ek kadam badhao, thoda #LoveJatao”.To take this proposition forward the brand leveraged on topical occasions as an attempt to remind users to rekindle relationships that might have taken a back seat and could do with some nurturing; some Love Jatao-ing.
With grandparent’s day on the 10th of September, Parachute Advansed wanted to remind usabout one of the purest relationships most forgotten, family. These days technology enables our lives more than ever and this campaign focused on the busy lives of our younger generation. As grandchildren, we generally get so caught up in ourdailyactivity, that we can forget to take time out for ouroldest friends. Parachute Advansed urged users not to forget and to make time for some of the simple moments in life that we often take for granted with our loved ones, likepaying them a surprise visit, watching their favourite movie with them or just sharing a warm cup of tea.
Similarly leveraging on daughters day on the 24th of September, VML and Parachute Advansed gave a sneak peek into one of the most cherished relations in life,the one between a daughter and her father. Parachute Advansed wanted to step beyond the typical and obvious oiling relationship between a mother and daughter that remains a woman territory and present the opportunity for fathers to build this relationship with their daughters.The brand wanted to urgeFathers to step in and step up for their daughters and leverage the beauty and intimacy of a champi to bond and build this special relationship.
One of the main goals for the campaign was to boost visibility on all possible platforms and channels. To fully utilize both the online and offline arena, the campaign was rolled out as a 360-degree integrated campaign, where VML leveraged existing digital assets, such as website and social media properties, and large scale video to launch this propostion digitally.
Video
Grandparents Day:
VML worked with Parachute Advansed to produce a candid and genuine film that showed the contrast between the lonely life of a grandfather and the hyperactive social life of his grandchild.The treatment for the film was simple and “digital” but evoked fundamentalemotions and urged the viewer to look inward, that they might also be forgetting to take time out for their oldest friends and closed with a call to action to reconnect with his or her grandparent.The film was pushed through multiple digital media – website, all social platforms as well as retweeted by key celebrities and influencers.
Facebook Video Link: https://www.facebook.com/ParachuteAdvansed/videos/1509344059104001/
Twitter Video Link: https://twitter.com/Parachute_Adv/status/906359083564855297
YouTube Video Link:
Website Link:www.parachuteadvansed.com or www.lovejatao.com
Daughters Day
The film opened with multiple daughters getting a ‘champi’ or a ‘oil massage’ without disclosing the ‘champi’ giver. During the course of this champi, the daughter is sharing, confessing, questioningand opening up to the person giving her the champi and speaking truly of what is running through her mind. While not being too provocative we chose to pick topics that are progressive and shine light on new angles of love. At the end the frames zoom out to reveal the champi giver is the Father and the daughters opening up to him through all these conversations. The video leaves the viewer with a lingering thought ‘The more you’re there, the more they’ll share’ encouraging fathers to express love to their daughters on this Daughters’ Dayby simply being there for themevery step of their way.
The film was pushed through multiple digital media – website, all social platforms as well as retweeted by Anil Kapoor, a key Bollywood actor/influencer
Facebook Video Link: https://m.facebook.com/story.php?story_fbid=1521553764549697&id=189952054376548
Twitter Video Link: https://twitter.com/Parachute_Adv/status/911228514510213120
YouTube Video Link:
Website Link:www.parachuteadvansed.com or www.lovejatao.com
Website
The brand’s website served as the focal point of the campaign, with all channels driving traffic to the same. For Grandparents Day, the Parachute Advansed website housed multiple ideas to empower grandchildren to spend time with their grandparents, along with offers and tie-ups to help inspire and facilitate.Similarly, for Daughters Day, the website housed the video urging consumers to spend some time with their daughters driving them to a section encouraging them to upload photos of their#LoveJatao moments for a special surprise.
Developed by VML, the brand website allowed users to view the grandparents day and daughters dayvideo, browse ideas and submit entries of imagesof their own time spent with their loved ones. To aid the focus of the campaign, the carousel banners were rotated with the video created for each of these days and a CTA driving people to spend time with their oldest friends onGrandparents Day and their precious daughters on Daughters Day.
Social Media & Social Listening
While all social media channels housed the video, there were concurrent assets changed to sync up the campaign along with communication, to drive entries and participation. The activity was amplified and entries were accepted through all social media portals.Social listening tools were also set up to track entries, wherein VML promptly thanked users for participation, obtaining postal addresses and reinforced brand messaging by sending across small gifts as a surprise subsequently over the following two weeks.
Offline Media:
TV, Radio and Print was also used to communicate the brand thought that people should spend more time and love jatao on this special day and drove traffic to the website and our social handles for inspiration and participation.
The Results
Grandparents Day:
In just two days of the campaign being live we saw phenomenal response and participation. Total reach of 3.4 million (Organic: 1,83,961 – Paid: 31,78,471) on Facebook alone, with 1.7 million views with an engagement breakdown of, Likes: 26,008, Comments: 707, Shares: 2,293 and Link clicks: 709.
We were trending #1 on Twitter on Grandparents Day in India with 11,000+ mentions. The average engagement rate observed for the brand from the prior 3 months was 0.4% that increased to 12.1% that day. We received 7.9 k Impressions with 62 likes, 71 RTs and 66 comments on the video and on YouTube we received around 2000 organic views.
Celebrities and influencers, like Kriti Sanon (https://twitter.com/kritisanon/status/906807201590804481) and Kajal Aggarwal (https://twitter.com/MsKajalAggarwal/status/907158863891152896) also retweeted the video from their personal handles.
Daughters Day
In just a few days of the campaign being live we saw an even higher performance and response than the first Grandparents Day video. Total reach of 8.9 million (Organic: 734,258 – Paid: 8,178,338) on Facebook alone, with 2.9 million views with an engagement breakdown of, Likes: 69,810, Comments: 1,593, Shares: 8,873 and Link clicks: 1,018.On Twitter, in a span of 4 days (22nd to 25th Sept) we received 4.5k Impressions with 3 likes, 1 RT and 1 comment on the video and on YouTube we received around 1.4k organic views.
A-List Bollywood celebrities like Anil Kapoor uploaded the same from their personal handles on FB (https://www.facebook.com/anilskapoor/videos/1782934085337981/ which got 2k views, 191 reactions and 8 comments) and Twitter (https://twitter.com/AnilKapoor/status/911561794627313665 which got 919 likes, 82 RTs and 37 comments)
The Parachute Advansed team was extremely appreciative of the dedication to detail across the entire campaign, stating “I don’t remember the last time I had an agency call at 4 am, this speaks volumes of VML’s ownership & professionalism.The output is really high quality and is something the team internally is really proud of. Thank You to the Team VML”.
Credits
Advertiser: Marico – Parachute Advansed Hair Oil
Anuradha Aggarwal –CMO
Sujot Malhotra – Category Head
Santosh Hegde – Brand Manager
Siddharth Mehta – Brand Manager
Production house: Infamous People
Director: Shihab Kareem
Producer: Amarendra Singh
Agency: VML India
Udit Bhambri –Country Head
Saurabh Mathur –Planning Head
Venkatgiri Rao –Creative Head
Nandan Joshi – Assistant Creative Director
Devika Menon- Senior Manager, Client Solutions
Disha Jain – Manager, Client Solutions
Gaurang Pandya – Project Manager
Pooja Gururaj – Digital Strategist
Naina Meattle – Senior Planning Manager
Deepak Salvi – Digital Art Director
Allan Edmond – Team Lead,Technology
