The importance of confidence in a young woman’s life is at the centre of a new campaign by Parachute Advansed Body Lotion.
The digital campaign, created by McCann India, reveals how society comments on the choices made by modern women in the country. Through the use of subtle sarcasm it seeks to combat such views, with the campaign stating that the judgement of society should never stop women from being their real selves.
The online video begins with people ogling a girl wearing a short skirt as she walks along the street and transitions to a scene where a girl is advised to cover herself with a ‘dupatta’.
Suraja Kishore, national head of planning at McCann India, said: “India is changing. At the heart of the change are its women. When we met with women across big and small towns we realised that women have changed, society has not. The revelation was that women are making changes despite odds and social hypocrisy. They are increasingly becoming comfortable and confident with their new-found identities and newer roles.
“In a culture like ours brands have to move on from being an ‘enabler’ to a ‘believer’. Parachute Advansed Body Lotion believes in the fact that today’s women are confident in their skin. They are confidently wearing what they please. As a believer brand we are celebrating this new narrative and we are certain this will bring the brand closer to our consumers.”
Parachute Advansed Body Lotion is part of Marico, one of India’s leading consumer products groups.