Mumbai: Marico Limited has launched a new campaign for its Parachute Advansed Aloe Vera Enriched Coconut Hair Oil, positioning hair softness as more than a functional benefit and highlighting its role in fostering warmth, affection and everyday human connection.
Built around the thought, “Baal Itne Soft, Chooye Bina Raha Na Jaaye,” the campaign seeks to redefine softness as an emotional and relatable experience rather than merely a haircare attribute.
Featuring actors Abhimanyu Dassani and Monica Chaudhary, the campaign film portrays a playful relationship between a couple, using spontaneous moments of interaction to demonstrate how soft hair can become a catalyst for closeness and shared experiences.
At the core of the campaign is the product’s dual-benefit proposition, combining the nourishment and strength of coconut oil with the conditioning and softening properties of aloe vera to deliver hair that is strong, healthy and soft to the touch.
Commenting on the campaign, Vikram Karwal, Chief Marketing Officer – India, Marico Limited, said, “As a brand, we wanted to move the conversation on softness beyond product performance and place it meaningfully within the context of everyday life. The campaign is rooted in the insight that softness is a desired sensory benefit that consumers immediately recognise and value, making it a powerful way to build both relevance and emotional resonance for the brand. We believe this is an opportunity to bring a more nuanced lens to haircare communication, making it more relatable and engaging for consumers.”
Sharing the creative thought behind the campaign, Ajay Menon, President, Team WPP, said, ‘’Softness isn’t just a hair benefit; it’s a human emotion. That’s why we created a film around those instinctive moments of warmth, playfulness and affection. We dramatized the effect of Aloe Vera, by celebrating the spontaneous urge to touch irresistibly soft hair. This way we transformed Aloe Vera’s functional benefit into an everyday emotional experience’’.
The campaign will be amplified through a multi-platform media strategy spanning television, digital video and social media. Through this integrated rollout, Marico aims to strengthen Parachute Advansed Aloe Vera’s positioning by linking hair softness with meaningful, everyday moments of connection, while reinforcing the product’s functional benefits.
Production House Credits:
Production House: Little Lamb Films
Founders: Bauddhayan ‘Buddy’ Mukherji & Monalisa Mukherji
Director: Joyna Mukherjee
Producer: Shivin Jain
