Parachute Advanced hair oil sets out to revitalise an old brand in India

According to Prasoon Joshi, regional creative director for Asia-Pacific at McCann Erickson India, "The challenge with the brand has always been to find the right tonality - since this is an old respected brand attempting relevance in today's times. We believe this time we have got it absolutely right."

It this latest multimedia campaign, Parachute Advanced promotes the ability to create three times better hair growth. The creative concept is based on the old Indian saying ‘Khubsurat hai badhna', meaning the mind grows gradually as days go by. Every experience in life matures a person more beautifully, just like Parachute Advanced improves hair quality little by little.

The main character in the commercial is a young adult. The creative team explains that this is the time when young females are exposed to new experiences and ideas that will shape her into the woman she is becoming. Parachute Advanced aims to become part of a growing process rather than just another hair product.

The campaign launches on television initially, with print, outdoor and digital executions to follow.

Sameer Sathpathy, head of marketing at Parachute Advanced holding company Marico India, adds, "We love the insight. It really gets the brand under the skin of the consumer."

Credits:
Project Growing is beautiful
Client Parachute Advansed
Creative agency McCann Erickson India
Regional creative director Prasoon Joshi 
Executive creative directors Rahul Mathew, Akshay Kapnadak  
Exposure Television, print, outdoor, online