Mumbai: With their latest campaign #DearWinter, VMLY&R India, and Marico Limited’s unique winter hair-nourishment brand, Parachute Advanced Hot Oil addresses the love-hate relationship that women have with winter thanks to dry winter hair, and help them enjoy winter all over again.
Talking about the campaign, Koshy George, Chief Marketing Officer, Marico Limited said, “Parachute Advanced has always stood for nurturance through a profound understanding of a woman’s relationship with her hair over the course of her life. With #DearWinter, we aimed to show this sometimes strenuous relationship between a woman and her hair especially during the time of winter, and how Parachute Advansed Hot Oil is the ideal companion to achieve perfect hair even during the dry and cold months of winter.”
Conceptualized and executed by VMLY&R, #DearWinter tells the story of a girl’s fraught relationship with winter, as a troubled ode to winter.
“All it just takes is just one bad hair moment to ruin a day. And winter is one long bad hair day turned into an endless bad hair season. It’s ironic that during what is arguably the most beautiful season of the year, is when women’s hair troubles are at their peak. So, with this campaign, we captured this fraught relationship that girls have with the season, as a ‘lover’s quarrel with winter’. And bring alive the winter hair troubles in a way that every girl can relate to.”, said Venkatagiri Rao, CCO, SEA & India at VMLY&R Asia.
The campaign was launched with a Digital Film and in partnership with 9 influencers (Shivangi Joshi, Dhanashree Verma, Kanika Mann, Arishfa Kan, Sameeksha Sud, Ashna Zaveri, Yukti Thareja, Steffi Cyril, and Nisha Bano) and includes digital assets on social media.
YouTube Link of the campaign: