Mumbai: Zee TV, India’s leading entertainment channel, has joined hands with Marico, one of India’s leading FMCG companies, for a special influencer-led campaign to promote Parachute Advansed Gold’s winter initiative. This collaboration brings together the power of entertainment and innovation, delivering a message that resonates with audiences across Zee TV’s primetime slots, ZEE5, and the channel’s social media platforms.
The campaign highlights Parachute Advansed Gold’s core message, ‘No Baal Banka’, underscoring the brand’s commitment to hair care and protection even in challenging winter conditions. Zee TV has creatively integrated the brand’s narrative into its programming by involving popular primetime protagonists in their reel avatars. Viewers saw Purvi from Kumkum Bhagya, Reet from Jaane Anjaane Hum Mile, Vasudha from Vasudha, and Riddhi Chotwani of Jamai No 1 engaging in captivating vignettes that bring Parachute Advansed Gold’s message to life. These custom-curated vignettes have been designed to seamlessly blend storytelling with brand communication, creating a memorable experience for the audience.
Ashish Sehgal, Chief Growth Officer – Digital and Broadcast Revenue, ZEE Entertainment Enterprises Limited, shared his thoughts on the campaign, stating, “ZEE has always focused on creating characters that truly resonate with our audiences, reflecting their aspirations, emotions, and stories. By weaving Parachute Advansed Gold’s core message into Zee TV’s character narratives, we’re not just promoting a brand but fostering deeper connections with our audiences, adding delight and value for both the client and our viewers. At ZEE, we strive to go beyond the conventional by delivering thoughtful and innovative solutions and our collaboration with Marico reflects this approach, while underlining the strength of our content ecosystem to drive impactful brand engagement.”
Speaking about the association, Somasree Bose Awasthi, Chief Marketing Officer at Marico Limited, said, “Parachute Advansed Gold is a trusted brand that helps nourish hair in just 30 minutes. In line with this, our latest collaboration with Zee TV highlights the brand’s unique ability to deeply penetrate and nourish hair from within, which is especially crucial during the winter season. By featuring Zee TV’s beloved characters in relatable behind-the-scenes moments, this campaign connects with viewers through simple, everyday narratives. We aim to strengthen our bond with a wider audience, encouraging them to nourish their hair in 30 minutes—a promise that fits seamlessly into the busy lives of today’s consumers.”
Jolene Fernandes Solanki, Chief Operating Officer – Madison Media Ultra said,” The collaboration between Zee TV and Marico for the winter ‘No Baal Banka’ 2.0 campaign showcases the power of storytelling and consistency in building strategic brand interventions . By seamlessly integrating Parachute Advansed Gold’s message into primetime shows and ZEE’s platforms, we’ve created an engaging narrative that resonates deeply with audiences. This partnership reflects our commitment to delivering innovative, impactful campaigns that drive meaningful connections for our brand Marico.”
This unique association between Zee TV and Marico exemplifies how content and creativity can converge to create a campaign that is both engaging and impactful. As Zee TV continues to push the boundaries of innovation in advertising, campaigns like this reinforce its position as a preferred partner for brands seeking to make meaningful connections with their consumers.
Watch one of the campaign videos here –
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