Mumbai: Parachute Advansed Ayurvedic Coconut Hair Oil, the hair care brand from Marico Limited, has launched their new campaign TVC to highlight the 7 early signs of hair-fall. Along with a brand-new packing, Parachute Advansed Ayurvedic Coconut Hair Oil aims to show how they can address the early signs, thereby reducing any hair-fall in the future. Through this TVC, Parachute Advansed Ayurvedic Coconut Hair Oil highlights how they address all the 7 early signs, which are- roughness, thinning, dandruff, breakage, split-ends, dullness and tangling to leave consumers with shiny and healthy hair.
Conceptualised by WPP, the TV commercial opens with two women reading their daily horoscopes, when the protagonist jokes about how their hair is rough and their braid has thinned. She further predicts that, because of this, they may experience hair-fall in the future. The film moves on to show her advise her friends to apply Parachute Advansed Ayurvedic Coconut Hair Oil, which has coconut oil with 25 ayurvedic herbs to combat the seven early indicators of hair loss. The TVC concludes with the three women massaging the oil into their hair, predicting that they would have beautiful and healthy hair, with the help of Parachute Advansed Ayurvedic Coconut Hair Oil. To complement the campaign, Parachute Advansed Ayurvedic Coconut Hair Oil will also don an all-new packaging, highlighting the importance of reducing the 7 early signs of hair-fall.
Speaking about the launch of this campaign, Koshy George, Chief Marketing Officer, Marico Limited, has said, “Parachute Advansed Ayurvedic Coconut Hair Oil has been a partner for countless women in Southern India, helping them maintain their healthy hair, by tackling a myriad of problems including hair fall. We found that the 7 early signs of hair fall go unnoticed by many, which can cause even greater harm in the future. Masking as problems that women commonly experience, the 7 signs of Roughness, Dullness, Thinning, Breakage, Dandruff, Split ends, and Tangling have the tendency to lead to serious hair fall. Therefore, we aim to show how Parachute Advansed Ayurvedic Coconut Hair Oil is the one go-to solution to combat all 7 signs, leaving users with healthy and gorgeous hair.”
Rohit Devgun – ECD Team WPP, says “The intent was to find a unique space for Parachute Advansed Ayurvedic Coconut Hair Oil to operate from. After studying the consumer and the market carefully we realised that the current mindset is to treat Hairfall only when it becomes serious. We felt that with a problem so worrying, we must get the consumers to tackle it earlier on. This became the pillar on which we built the campaign narrative. It cleverly uses the popular context of horoscopes to highlight the 7 early signs of Hairfall, thus making it a lot more impactful and informative – something that the audience won’t miss!”
An exclusive educative was hosted in Hyderabad anchored by TV personality Nadia Hakani. The event included educative sessions on hair fall identification and prevention by Dr. Tanya Dubey (MBBS DDVL) – Dermatologist, Skin, Hair & Nails Specialist, Varsha Bhanoor – Master’s in Clinical Nutrition and Dietetics and Dr. Aparna Santhanam (MD, DNB) – Consultant Dermatologist, Marico Limited.
Agency: Team WPP
Executive Creative Director: Rohit Devgun
Group Creative Director: Varsha Desai
Creative Team: Souveek Adhikary, MS Deepti, Shivam Agnihotri
Senior Vice President: Abhijit Dube
Account Management Team: Vishal Wadhwani (CSD), Bhagyashree Holani (Account Supervisor)
Senior Vice President Planning – Priyanka Nair
Group Head Planning – Aekata Warrier