Mumbai: Marico Limited’s premium hair nourishment brand, Parachute Advanced, has launched its new, distinctive TVC campaign – Mere Baal, Meri Jaan. With an aim to forge a deeper connection with women, the campaign captures the importance of hair in every woman’s life and how it is a reflection of her being. For some it is the symbol of joy, confidence, for some, it is a beacon of change and for some, it is a powerful expression.
Hair is not just the best beauty ally for women but is also central to her identity and expression. It symbolizes her personality, resilience, pride, and comfort. An exemplification of her moods and feelings, hair is an intimate character of a woman that lends volumes to her persona. Recognizing this, Parachute Advanced has introduced an emotive campaign that brings to life this unique personification, which is core to a woman’s identity. A brand that has been an ally of women since its inception truly understands the essence of hair in their lives, urges them to use nothing but the best to nourish it.
Conceptualized by team WPP, the TVC builds on modern beauty imagery while using real-life instances where the hair is fundamental to the expression of a woman’s emotions and frame of mind. It represents this with heartwarming scenes whereby an athlete who ties her locks using a hairband – an act of resolution to attain her goals; a woman dancing in the rain with hair let down portraying her carefree and happy state. It goes on to depict several such women for whom hair symbolizes their resilience, love, freedom, determination, happiness, motivation, hope and optimism. The film ends with a voice-over that says “Mere Baal, Meri Jaan Hai” showcasing a Parachute Advanced Gold bottle thereby sending a powerful message that since hair is so precious, nothing but the touch of Parachute Advansed’s love will do.
Speaking about Parachute Advansed’s newest campaign, Koshy George, Chief Marketing Officer, Marico Limited says, “Parachute Advanced, a brand that stands for care, nurturance, and beauty, has over the years build strong emotional equity amongst today’s women. Synonymous with hair care, it truly understands the importance of hair in a woman’s life and in the expression of her identity, feelings, and moods. Through this campaign, it aims to celebrate this symbolism and deepen the love for the brand – Parachute Advanced.”
Team WPP, creators of the ad, Rohit Devgun, Executive Creative Director and Abhijit Dube, Senior Vice President said, “There is a reason why ‘Bad hair day’ is among the most searched things on the internet. Her hair is at the very heart of her identity for every woman. She loses sleep over the health of her hair. She loses hair too. Hair is her first love. Acknowledging a woman’s feelings about her hair is the only way we thought we could arrive at something meaningful, something that would connect with her.
Through this ad, we have captured how women think of their hair, how they treasure it, by connecting with them at an emotional level about their hair. Parachute Advanced, with its legacy and synonymy with hair care, can rightfully talk about this bond between women and their hair.”
Agency Credits: Team WPP
Production House: Goodmorning Films